HOME
CONCEPTS
      Central Route and Peripheral Route to Persuasion

     
Persuasion is a topic in social psychology.  People may be
persuaded in different ways.  Petty and Cacioppo (1981)
suggested that there are two different ways or routes to
persuasion:  the central route and the peripheral route.

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.

References

Petty, R. E., & Cacioppo, J. T.  (1981).  Attitudes and
persuasion:  Classic and contemporary approaches
.
Dubuque, Iowa:  Wm. C. Brown Company Publishers.