The Peripheral Route to Persuasion

What is the Peripheral Route to Persuasion?

The peripheral route to persuasion is the process by which a person does not think carefully about a communication and is influenced instead by superficial clues (Brehm et al, 2002)^. Often, whether an advertisement is interpreted peripherally or centrally is dependent on several factors, including the mindfulness of and relevance to the recipient. Consumers are more likely to respond to an advertisement or other persuasive message in a peripheral manner if they are hurried or stressed, or if the product or issue has little importance to their personal life.

Who Uses the Peripheral Route to Persuasion, and How?

Politicians and advertisers often use the peripheral route to persuasion to engrain ideas in consumers' minds without their knowing that they are being manipulated. Politicians, for example, often create good feelings about their campaigns using such peripheral techniques as slogans that have a feel-good effect.

Advertisers often use peripheral techniques, as well. They often get consumers to trust their products by having celebrity endorsements. Another way advertises get consumer's attention is by bombarding consumers with advertisements during television programs and on internet websites. These, and other peripheral techniques, are ways of trying to manipulate consumers, etc., into buying a certain product or acting in a certain way.