- Mar 30, 2017
This is an interesting talk. What Eric is describing seems to be the central route vs. the peripheral route:I been waiting for that post! Heres my contreeblution to the thread... an oldie (kind of) but a goodie:
"The Central Route to Persuasion. The central route to persuasion involves being persuaded by the arguments or the content of the message. For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing.
The Peripheral Route to Persuasion. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. For example, after reading a political debate you may decide to vote for a candidate because you like the sound of the person’s voice, or the person went to the same university as you did. The peripheral route can involve using superficial cues such as the attractiveness of the speaker."
Here's a video that elaborates on the theory and how it uses celebrities to persuade people to purchase products:
Central v Peripheral persuasion routes
EDIT: Here's a video that describes the theory that's longer than 10 minutes, YT:
PSY 2510 Social Psychology: Two Routes to Persuasion - Frank M. LoSchiavo