What Can We Learn From Central Route Persuasion
Updated January 02, 2019
Reviewer Avia James
Persuasion is a complex issue that has many aspects to it. In this post, we shall discuss persuasion and what central route persuasion is.
What Is Persuasion?
Persuasion is the term used to describe the many types of influences that are available. When you are trying to influence someone, you are trying to make them come to a decision or make a change in their life. Persuasion isn't forceful; it involves you trying to convince someone to change their mind by making a good point, or appealing to one's emotions. Here are some things we try to persuade someone to change.
- Beliefs. This can range from serious beliefs such as political or religious, or any other belief under the sun. A person's beliefs are usually hard to change unless he or she is on the fence about them. You need to make a good case to change someone's beliefs or know how that person operates emotionally.
- Behaviors. There are many undesired behaviors we engage in every day, and they can be a bit troublesome. Changing a bad behavior can require some persuasion and convincing, and someone who is good at persuading, can be just the right person for the job. For example, if you are spending a lot of time on social media, persuading you to cut back on this habit may be by making a point about the adverse effects of this practice.
- Intentions. Intentions drive most of our actions. Sometimes, you can change those intentions and still do the same action, and this is especially good if your intentions weren't great, to begin with.
These are a few aspects about yourself that can be changed through persuasion. Persuasion works on either one aspect of decision making, logic and emotions.
- Logic and reasoning. Some people make decisions by selecting the one that makes the most sense. Using evidence to supportyour decision is helpful, however, not always available.In which case, you may be more easily persuaded to take another view, if presented with a new evidence that reasons with you.
- Emotions. Some people make decisions that are not necessarily based on logic, but because the decision makes them feel good. Some decisions may not be the most logical, but they appeal to the person on an emotional level. Those who make decisions based on emotions can be persuaded through words or imagery that appeals to their emotions.
- Some people make decisions based on both logic and emotions. Someone who is trying to convince this type of person needs to be good at persuading people through both logic and emotion.
A person who is trying to persuade another person will need to know a bit about how the person operates. When it comes to something such as sales pitching, a persuasive person may use demographic information to get a feel for that person. Someone close to you, such as your friend, will probably know a few ways to persuade you that others may not know.
Here are some tools a person may use to persuade you:
- Sales pitching. If a person is trying to sell you something, they will need to get you interested in buying the product immediately. This can be tricky. Everyone spends their money differently, and you need to figure out why a person would want to spend their money on something of that nature. One way is to present a common problem that the product can solve.
- Visual imagery. Advertisements may try to appeal to the emotions by being pleasing to the eye or appealing to reason by making a person think. Billions of dollars are pumped into advertising research and trying to figure out what would make people want to buy the product.
- Giving someone a free-trial. If someone is trying to persuade you to buy their product, you may feel like there is some risk, and if the product doesn't work, you'll lose money. One way a person can quell your fears is if there is a risk-free trial.
Persuading someone can be done for many reasons. Sometimes, it's done for personal gain. You want to convince someone to buy your product, so you make some money. You want to convince someone to join your party, so they vote for your candidate. However, there are times when you try to persuade someone, simply because you feel that it's the right thing to do.
These are just a few of the many motives people may have for using persuasion. With that said, some psychologists have divided persuasion into many different types. Now, let's look at central route persuasion.
Let's discuss the elaboration likelihood model of persuasion quickly. This is an advertising model that reveals how persuasive a message in an advertisement is. This was created in the 1980s as a marketing tool.
This model offers two different routes people can take in order to figure out how to persuade others. These routes are central route and peripheral route. The idea is that, in looking at an advertisement, its message has to get people's attention and make them want to respond to it. This advertisement method is based on the idea that people can be classified as one of four types.
The Four TypesOf People
- The gullible people. These are people who are easily convinced, either because they are open-minded or like to try new things. The gullible people are the easiest to persuade. All you need to do is figure out what appeals to them. Gullible people often respond well emotional arguments.
- The skeptic. These are the people who are harder to convince. They usually have a reason for their beliefs, and it's founded on logic and reason. They can see past a blatant advertisement or an emotional campaign. The skeptic require preparation on your part, if you wish to persuade them. They will argue their opinions, for which you'll need to respond by making a counter argument.
- People who have firm beliefs but problem communicating those to others. These people often struggle to articulate their thoughts, and may become overwhelmed when engaged in a conversation with someone who tries to persuade them.
- The leaders. These are people who will try to lead you, and if you want to persuade them, you must find a way to take the lead. You must listen to them and try to follow their train of thought as best you can.
Odds are, you know some people who fit into each of these categories, whom, you may have tried to persuade in past.
With all that said, what is central route persuasion, and what is peripheral route?
When trying to advertise and persuade someone, central route persuasion is when someone is interested in the content of your advertisement and message. For example, if you want to sell a video game to someone, central route persuasion is when you persuade someone who is into video games and into the type of video games that you're pitching. They will be interested in the content of the game, as well as how it is compared to similar games. This route is based on logic.
This is when the individual is not persuaded by the message itself, but by something else. Things like an attractive salesperson or an imagery of sad animals, fall under this category. This route is based on emotions.
And, of course, sometimes a person may use both methods to persuade or be persuaded.
If you want to learn more about how to persuade people or want to learn how to be less gullible, talking to a therapist can be the way to go. A therapist knows how the human psyche works and can give you ways to be more logical when it comes to receiving a message.
If you are interested in this, talk to a therapist today and see what they can do for you. Give it a try.