Welcome aboard, my friend! Let’s delve into the enthralling world of persuasion. Today, we’re focusing on a less traveled route – the Peripheral Route of Persuasion.
Before we hit the gas pedal, let’s address the elephant in the room. What on earth is this, you ask? Rest assured! This concept isn’t filled with jargon and is easy to understand. It’s more of a cool brain hack. Alright, let’s dive right in!
A Stroll Down Peripheral Route
Imagine this. You’re lounging on the couch on a lazy Sunday afternoon, flicking through channels on your TV. An advertisement for a shiny new car pops up. You see a celebrity driving this car, sunroof down, wind in their hair, and they look good. Good.
Before you know it, you daydream about owning this car, recreating this perfect scene. But wait! Have you just been persuaded to buy a car because a celebrity looks good in it?
Welcome to the world of Peripheral Route Persuasion! It’s where you are swayed by something indirectly related to the product or idea. In this case, it’s the image of a celebrity in a car, rather than the car’s features, that’s doing the convincing.
Why It’s a Big Deal
Peripheral route persuasion is a powerful tool in fields like advertising and marketing. It makes us want things not for their intrinsic value but for the associations they bring.
In our car example, it’s not about the car’s engine power, fuel efficiency, or safety features. It’s about the glamour, the status symbol, and the lifestyle it represents. That’s peripheral persuasion at work.
Some examples of peripheral route persuasion in advertising such as these.
Using Peripheral Route Persuasion
You’ve probably guessed by now that peripheral route persuasion is everywhere. Advertisers use it. Politicians use it. Even your best friend uses it when they want to convince you to try the new sushi place instead of your regular pizza joint.
How can you use it to your advantage? Well, the trick lies in tapping into people’s emotions, values, and desires. Use images, stories, and symbols that resonate with your audience.
Consider a scenario where you aim to convince your friends to accompany you on a hiking expedition. Don’t just go on about the health benefits of hiking or the beauty of nature. Use a compelling story. Maybe share an adventurous tale about how you found a hidden waterfall on your last hike. Or, show them pictures of the stunning sunrise view from the mountaintop. Make it about the experience, not just the act of hiking.
The Other Side of the Coin
Like all things, peripheral route persuasion has its downsides. It can be manipulative. It can prompt us to make choices influenced by surface-level aspects. But, as long as we know how it works, we can make informed choices.
To summarise, peripheral route persuasion is about influencing decisions through indirect cues. It’s subtle, it’s powerful, and it’s everywhere. So, next time you find yourself swooning over a product or idea, stop for a moment. Ask yourself – has the peripheral route got you?
And remember, you’re in the driver’s seat. You decide the route you want to take