What is the difference between the central route and the peripheral route to persuasion?

Question

What will be an ideal response?

Answer 1

Central route to persuasion: One of two ways communication can persuade consumers. When a consumer's level of involvement is high, the central route to persuasion is more likely. In the central route to persuasion, consumers are motivated to pay attention to the central, product-related information, such as product attributes and benefits. Because of their high involvement, they tend to learn cognitively and comprehend the ad-delivered information at deeper, more elaborate levels.


Peripheral route to persuasion: One of two ways communication can persuade consumers. When consumers have low involvement with a product or message, they have little reason to pay attention to or comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad for its entertainment value. Consistent with stimulus response theory, consumers may respond to the message at a later date, when a purchase occasion arises.