Peripheral Route To Persuasion

What is it? One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. People who have low involvement with the product or message have little or no reason to pay attention to it or to comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad or commercial for their entertainment value. Whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. At some later date, these adrelated meanings could be activated to form some brand attitude or purchase intention. Typical of advertising for many everyday lowinvolvement purchases such as many consumer packaged goods: soap, cereal, toothpaste, and chewing gum. See also elaboration likelihood model.

Added By: Layla

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