Compared with central route persuasion, peripheral route persuasion tends to
A be more durable.
B occur more rapidly.
C occur when the person is more highly motivated and desires the best outcome.
D involve a greater number of logical arguments.
The correct answer and explanation is:
Correct Answer: B) occur more rapidly.
Explanation:
Peripheral route persuasion is a concept in psychology that describes one of the two main ways people are influenced by messages. According to the Elaboration Likelihood Model (ELM) developed by Richard Petty and John Cacioppo, there are two primary routes to persuasion: the central route and the peripheral route.
The central route relies on thoughtful, deliberate processing of information. It involves careful consideration of the arguments and evidence presented. People using this route are usually highly motivated, attentive, and willing to evaluate the logic and quality of the message. This kind of persuasion tends to be slower but more durable and leads to stronger, longer-lasting attitude change.
In contrast, the peripheral route relies on superficial cues that do not require much thought. These cues might include the speaker’s attractiveness, tone of voice, confidence, background music, or number of arguments rather than their quality. People are more likely to be persuaded by this route when they are not very motivated, distracted, or uninterested in the topic. Because it requires less cognitive effort, peripheral route persuasion happens more rapidly, but its effects are usually short-lived and more susceptible to change.
This kind of persuasion is commonly seen in advertising, where a product might be endorsed by a celebrity, include upbeat music, or present visually appealing imagery. The goal is to trigger a quick emotional or automatic response rather than thoughtful evaluation.
In summary, peripheral route persuasion occurs more rapidly because it bypasses detailed processing and appeals to basic instincts or emotions, unlike the central route which is slower but more thoughtful and enduring. Therefore, option B is correct.