Final answer:
The central route to persuasion within the elaboration likelihood model refers to the process of being influenced by the content and logical merits of an argument, requiring the audience to be analytical and motivated to process the information. In contrast, the peripheral route is based on superficial cues like celebrity endorsements or positive emotions, leading to more temporary attitude changes.
Step-by-step explanation:
According to the elaboration likelihood model of persuasion, the route to persuasion that involves being influenced by the strength and quality of an argument is known as the central route. This model, developed by Petty and Cacioppo in 1986, outlines two main pathways of persuasion: the central and the peripheral route. The central route is logic-driven and involves a deep processing of the content of the message, requiring the audience to be analytical and motivated. It relies on the presentation of factual information and logical arguments to convince the listener of a view's merits. For example, when advertising a car, focusing on its safety ratings and fuel efficiency would employ the central route to influence potential buyers who are interested in these specifics and are likely to process the information thoroughly.
In contrast, the peripheral route relies on superficial cues that do not involve detailed processing of the message content, such as celebrity endorsements or attractive models. It may lead to a more temporary change in attitudes because it does not require the audience to be heavily engaged with the actual argument. Therefore, when answering the question of which route involves being influenced by argument strength or quality, the answer is clearly the central route to persuasion.
When developing an advertising campaign for a product like Bliss Soda, utilizing the central route might involve highlighting the beverage's unique ingredients or health benefits. On the other hand, peripheral route advertisements for the same product might focus on associating the drink with popular music stars or a lifestyle that appeals to the target audience.