The Power of Peripheral Cues in Persuasion: Understanding the Elaboration Likelihood Model.

peripheral route persuasion

occurs when people are influenced by incidental cues, such as a speaker’s attractiveness

Peripheral route persuasion is a psychological concept described in the Elaboration Likelihood Model (ELM) that refers to the way people process information when they are not motivated or able to engage in a thorough evaluation of the facts presented. When faced with a persuasive message, individuals may analyze the message through two different routes – the central route or the peripheral route, depending on their motivation and cognitive resources.

The peripheral route to persuasion occurs when an individual is influenced by peripheral cues, such as the likability or attractiveness of the presenter, the emotional appeal of the message or the credibility of the source. By focusing on these cues, the person is not evaluating the content of the message, but rather relying on shortcuts to make a decision.

Persuasion through the peripheral route can be effective when the individual is not highly involved or motivated to process the information. For example, when we watch ads on TV, we may be more influenced by the image of a celebrity promoting a perfume than by the actual benefits of the perfume. Similarly, when we see a politician smiling and shaking hands with people, we may feel positive about the politician without evaluating their policies.

It is important to note that peripheral cues can sometimes lead to biased decisions and irrational thinking, as we may be swayed by factors that are not relevant to the issue at hand. Therefore, it is essential to be aware of these biases and to engage in critical thinking to evaluate the message effectively.

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