Social Psychology defines persuasion as a combination of persuasive arguments and the
number of arguments used in a message to influence the persuasion. There are two routes to
Persuasion and they are the Central and Peripheral. The central route states that by using
arguments that are direct and pertinent the likelihood of successful persuasion is high. The
central route is successful in reaching motivated and analytical people. Under the central route, if
arguments are strong and convincing then a change in attitude is greater as opposed to weak and
non-compelling arguments. The disadvantage to the central route is that the receiver must be
motivated to analyze the message if not, then the message will be lost.
The peripheral route persuades the incidental cues associated with pleasure through the senses or
a pleasing environment or situation. The receiver will be persuaded by factors that have nothing
to do with the message, if they are not able to focus on the......

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Title: Review Of Central And Peripheral Routes To Persuasion
Approximate Word Count: 615
Approximate Pages: 3 (250 words per double-spaced page)

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