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The two routes to persuasion: central and peripheral. Central route involves analytic, high effort, and cogent arguments, producing durable changes in behavior and agreement. Peripheral route, on the other hand, uses intuitive, low effort, and heuristics, resulting in bigger behavior changes but not agreement. The document also covers elements of persuasive appeals, behavior change tools, and principles of persuasion.
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Persuasive Appeal Central Route Peripheral Route Audience Processing Persuasion Behavior Change Analytical and motivated Not analytical or involved High effort, elaborate, counterargue Low effort, use peripheral cues Cogent arguments invoke enduring agreement Cues trigger liking and acceptance (temporary
Free food Mailings Give-aways
17% versus 76%
32% ($20.74) versus 58% ($31.30)
whenever our free choice is limited or threatened, the need to retain control leads us to reassert ourselves we want what we can’t have
limited supply and high demand=increased value
limited supply, numbers, or time
Generally ineffective with passive media Some exceptions for particularly emotional messages (e.g., Iron Eyes Cody, political ads, humor) Messages delivered in person
Repeated exposure to a message increases liking Increases recall, credibility, overall impact Tag line: 3-5 words that can be incorporated across media messages
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