Final answer:
The elaboration likelihood model presents two routes to persuasion: central and peripheral. The central route involves analytical thinking and detailed information processing, leading to durable attitude changes, while the peripheral route relies on positive associations and cues that impact attitudes or behaviors temporarily.
Step-by-step explanation:
Understanding Central and Peripheral Routes of Persuasion
The elaboration likelihood model of persuasion outlines two distinct routes to changing attitudes: the central route and the peripheral route. The central route is characterized by the audience's analytical engagement with the content, relying on logic, data, and facts. It appeals to those who are motivated to process the information thoroughly, leading to lasting attitude changes. Examples where central route persuasion is effective include marketing products like computers that require consideration of technical specifications.
The peripheral route is less about the content and more about the positive associations or cues. It involves methods such as celebrity endorsements, attractive models, and emotional appeal to induce positivity toward a product, which does not necessarily result in a permanent change in attitude or behavior. This route is best suited for products like fashion or trendy drinks, where the emotional or social image aspect is more influential than detailed information.
To use the central route for advertising a product like Bliss Soda, one would focus on the nutritional content, taste quality, and unique selling points of the drink. Conversely, using the peripheral route would mean associating the soda with celebrities, fun and exciting lifestyles, or placing it within popular culture contexts through product placement.