Routes to Persuasion

Pain and creep cool convincing power is the power that influences behavior, including changes in attitude. Every day we are shocked with information about people who want to influence our behavior and attitude. Persuasion can be used to do good and bad things, but in my thesis I only report facts, not value judgment. I discuss two basic ways of persuasion, elements involved, and protection of current attitudes and behaviors from change.

Petty and Cacioppo (1986a, 1986b) pointed out that there are two "routes" that can be convinced: the center and the surroundings. The central approach to persuasion is to carefully consider the discussion (thinking, content) of information. When the recipient is doing central processing, he or she is an active participant in the persuasion process. There are two prerequisites for central processing. It only occurs if the recipient has the message and the motivation and ability to think about that subject. If the audience does not care about the subject of persuasive information, he or she lacks the motivation to almost certainly do central processing. On the other hand, if the viewer is distracted or difficult to understand the information, viewers can not do central processing.

A persuasive theory that defines the possibility that people concentrate on their cognitive process to clarify information, thereby tracing the center and surrounding persuasion routes. Changes in attitude depend on the strength of the discussion, as the central path represents a situation where people think carefully about persuasive communication. Peripheral paths represent situations in which people respond to superficial clues in the situation, not critically focusing on information.

A sophisticated possibility model refers to two different persuasion methods, the center and the periphery. The central approach to persuasion depends on careful consideration of the discussion. People engaged in such persuasion are actively involved in this process. On the contrary, when the listener decides to agree on the message based on clues other than the strength of the argument, surrounding persuasion occurs. This can happen when a trusted speaker approves the product, which makes it possible for consumers to avoid a positive decision making process when forming brand opinion

Dual process theory of persuasion (such as sophistication model) believes that the persuasion process is regulated by two different paths, the center and the periphery. The core approach to persuasion is based on facts and brings about a more sustainable change, but motivation to deal with it is necessary. The surrounding path is more superficial and results in shorter changes in duration, but does not require much power to deal with. An example of a persuasion route is that politicians use badges in the form of flags, wearing a smile, a clean, neat shirt. Please note that this does not require persuasive motivation, but should persist as long as persuasion is based on the central route. If politicians want to accurately outline what they believe and their previous voting records, it will use the central route and will bring about a longer period of change, but there are many motivations to deal with it You will need.