Peripheral route persuasion in car selling uses cues like celebrity endorsements and positive emotions instead of data to attract buyers. It is effective for creating an initial positive impression but may result in less permanent behavior changes than central route persuasion.
The concept of peripheral route persuasion is essential in marketing and advertisement. This method is particularly useful in car selling scenarios, where instead of focusing on hard data and quality, advertisers appeal to buyers through association with positive emotions, prestigious endorsements or aesthetic appeal. In the context of car selling, this could be achieved by showing the car in glamorous situations, having it endorsed by celebrities, or associating it with a certain desirable lifestyle or status symbol.
According to the Elaboration Likelihood Model, developed by Petty and Cacioppo, the peripheral route does not require the audience to be analytical or motivated to process the message deeply. This route typically leads to less permanent attitude change compared to the central route, which relies on logical arguments and factual information. A car advertisement employing the peripheral route might highlight the vehicle's association with high-class events, an image of luxury, or emphasize the car being driven by a popular sports figure or movie star.
While peripheral route persuasion can effectively attract customers and create positive impressions of products, it’s important to recognize that the attitude changes induced by it can be temporary. Car companies might still need to support such strategies with more substantive, central route appeals to ensure a lasting influence on consumer behavior.