Experiment Report: Peripheral and Central Persuasion Name

DOI

10.2991/assehr.k.220401.070How to use a DOI?

Keywords

central route; peripheral route; attitude

Abstract

Attitudes play a significant role in the lives of human beings. These are defined as important characteristics that enable human beings to form certain choices, as well as, determine what is likely to leave an impact on them and what would be the extent of that impact. Persuasion is the process that tends to change the attitudes of human beings towards something based on the type of communication or routes. Outside forces form a great source of most of the persuasions that take place in our lives. How people get convinced to change their beliefs, attitudes, and behaviors is included in the process of persuasion. There are two major routes of persuasion commonly used to persuade and change the attitudes of people. These routes are the central route and peripheral route of persuasion. The central route of persuasion is based on persuading the individual towards something through facts and figures, while the peripheral route of persuasion involves using cues to persuade a person. This research will conduct an experiment in order to know which route has more power on the client. This experiment is designed to analyse the effectiveness of central routes and peripheral routes on building the attitudes of the people. In this research, the sample used by the researchers comprises 50 individuals with ages ranging between 18 years to 22 years. This was quantitative research carried out by the researchers and the experiment was done where the respondents were made to watch a video without identifying the route of persuasion used in the video for getting the answers without any biases. Further, the approach Likert scale was used for findings as this type of scale is the most appropriate one for such research works. Shapiro test and Mann-Whitney U-test were used for analysing the data and testing the hypothesis. The null hypothesis got rejected through these tests and showed that central and peripheral routes were sometimes effective and sometimes ineffective. Both central and peripheral routes can sometimes be effective in attitude making, and sometimes, the route model proves to be ineffective. But, the null hypothesis that ‘peripheral persuasion is more effective in advertisement’ got rejected through this research. The research has limitations based on the gaps in the advertisements shown to the respondents.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Yue Zhou
PY  - 2022
DA  - 2022/04/08
TI  - Experiment Report: Peripheral and Central Persuasion Name
BT  - Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)
PB  - Atlantis Press
SP  - 355
EP  - 358
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220401.070
DO  - 10.2991/assehr.k.220401.070
ID  - Zhou2022
ER  -