In an advertisement for Activist Group \(A\), a beautiful actor says she is against using animals for testing cosmetics. In an advertisement for Activist Group B, an averagelooking research scientist explains how animals are physically harmed in cosmetic testing. According to the elaboration likelihood model, Activist Group A is using the \(\quad\) route to influence attitudes, whereas Activist Group B is using the route to influence attitudes. a. personal; situational b. peripheral; central c. situational; personal d. central; peripheral

Persuasion is an art that has been studied extensively in social psychology, and various techniques are used to influence people's attitudes, beliefs, and behaviors. These methods range from using emotional appeals and social norms to presenting logical arguments and facts.

One of the foundational frameworks in the study of persuasion is the Elaboration Likelihood Model (ELM), which suggests that there are two main pathways through which persuasion occurs: the central and peripheral routes. The choice between these two routes depends on the individual's level of motivation and ability to process the persuasive message.

Effective Persuasion Strategies

Effective persuasion strategies can differ greatly depending on the audience and context. For instance, messages that are personally relevant to the audience, that come from credible sources, or that evoke strong emotional reactions are more likely to result in successful persuasion. Similarly, using repetition and social proof (i.e., showing that others are adopting the behavior or attitude) are also influential techniques.

It's important, when crafting a message, to consider these various techniques and select the ones most appropriate for the intended audience and the goal of the persuasion.

The peripheral route of persuasion refers to a more superficial way of processing information where individuals are influenced by secondary characteristics rather than the actual content of the message. Such characteristics may include the attractiveness of the speaker, catchy slogans or jingles, celebrity endorsements, or appealing visuals.

This method is particularly effective when the audience is not highly motivated to think about the message or lacks the ability to understand the complex details. Here, positive or negative cues trigger a quick response without deep processing.

Examples of Peripheral Cues

Common peripheral cues include:

• Attractiveness or likability of the communicator
• The use of authority figures or experts (regardless of actual expertise)
• Reciprocity or commitment, such as offering a gift before asking for compliance
• Consistency with popular opinion or social norms

These cues work by creating a positive or negative association with the message, leading to an attitude change that might be less stable and more susceptible to future change than attitudes formed via the central route.

In contrast to the peripheral route, the central route to persuasion involves a high level of cognitive engagement wherein individuals pay close attention to the arguments and evidence presented in a message. This route is used when the audience is motivated and has the ability to evaluate the message deeply.

Messages delivered through the central route tend to be more persuasive over the long term as individuals form attitudes by considering the quality and strength of the arguments. This deep processing leads to more enduring changes in attitudes that are resistant to counter-persuasion.

Characteristics of Central Route Persuasion

Key characteristics include:

• Logical and well-structured arguments
• Factual evidence and statistics
• Direct relevance to the individual's life or problems
• Answers to anticipated counterarguments

When using the central route, it's essential to present strong and cogent arguments, as the audience's scrutiny of the message will determine the success of the persuasion attempt. This method is more demanding on the communicator but often more rewarding in terms of lasting impact.