Persuasion: to move by argument, entreaty, or expostulation to a belief, position, or course of action - Webster (n.d)
The art of persuasion plays a huge role in our daily interactions. Maybe you want to convince a friend to see a different perspective on a situation. Maybe you are pitching a proposal to your team in efforts to get a big budget approved. These efforts involve complex maneuvering to successfully move your audience.
Media practitioners in particular study these layers of persuasion closely to deliver the right message and appeal to consumers. One theory called the elaboration likelihood model (ELM) focuses on the relationship between persuasion and attitude change.
The elaboration likelihood model
The ELM considers different factors that may affect a person’s ability to process information in different circumstances.
How relevant is the topic to the person? Do they have the time and energy to pay attention?
As a result, this model outlines two ways that people can be persuaded of something based on elaboration: the central route and the peripheral route.
““Elaboration” refers to how much cognitive work is involved in processing information.”
The central route
The central route requires a lot of effort to process information more deeply. In this state, the audience will thoroughly evaluate the substance of content in-depth. They will check for credibility and be very rational while in this active process.
For example, let’s say someone was looking for a specific skincare product to help with dry, sensitive skin. They see an ad for a product that claims to fulfil this need. This person may pay careful attention to details like ingredients, testimonials, product texture, and scent to ensure this product doesn’t harm their sensitive skin. This individual already knows the basics of what they are looking for and can be persuaded if the product can fulfill their needs.
The peripheral route
Meanwhile, the peripheral route involves a more surface level approach to processing information. Instead of evaluating the content itself, the audience will instead divert their attention to cues that don’t relate to the issue at hand.
Using a similar example, let’s say a person wasn’t necessary looking to buy anything specific while going to Sephora, but stumbles upon a Fenty skincare set created by their favorite artist, Rihanna. Seeing words like “hydrate, soothe, and condition” further reel them in. They ultimately decide to buy it because of their love for Rihanna and all the buzz about the product that they occasionally scroll past on Tik Tok.
Source: Businesstopia (n.d)
Understand your audience
As a media practitioner, it’s important to understand the different circumstances that your audience may be in when they come across your message.
Are you making it easy for them to understand your message at a glance? Are you providing sufficient and credible content for them if they decide to look further into your message or product?
The art of persuasion is complex and will require you to continuously consider different avenues to reach and resonate with your audience.
Additional references
Rosenberry, J. & Vicker, L.A. (2017). Applied Mass Communication Theory: A Guide for Media Practitioners. Routledge.