1. Define both central and peripheral routes to processing. Provide an example of each, and suggest when each is most appropriate. 2. Describe a familiar television commercial and analyze the elements of persuasion that it uses. Does it promote and/or assume central or peripheral route processing

1.   The Central Route Processing otherwise refer to as Central Route to Persuasion is a method of persuasion i.e., a way to persuade others. It lays emphasis on  facts and the content of the message with the aim of convincing the listener, as against leaning on fringe factors like how the message was delivered or the personality of the speaker. This method of persuasion is very effective if the facts at hand  are very strong and reliable. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener.

Peripheral Route Processing also referred to as Peripheral Route To Persuasion happens when someone assesses a message,  on the basis of physical enchantments, or other characteristics rather than the actual content of the message.

2.  I watched an advertisement in which a basketball player saw an advertisement on TV for a show that can increase heel support and the height of his jump. The adverisement was supported by laboratory findings from different independent study that supports the claims about the shoes.  Based on the facts presented in the advertisement, she went ahead to purchase a pair of the shoe convinced that this pair of shoes will improve her performance. In this case, the commercial used central routes to processing to persuade her to purchase the shoe.

Explanation: Example of central routes processing is While watching the television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets attracted by the features shown of a new model of car. The advertisement has shown facts and figures that really show the car to be better than what the person has been using.

Example of peripheral routes processing is if you’re watching a debate on TV and the best-dressed candidate seems the most convincing to you, you may have taken the peripheral route to being persuaded. People tend to take this route when they are not that interested in the topic or product or when their understanding of it is low.

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