Central and Peripheral Routes To Advertising Effectiveness - Article Example

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement This article is central and peripheral routes to advertising effectiveness. The authors are Richard Petty, John Cacioppo, and David Schumann. In the article undergraduate expressed their views about a product after exposure to a magazine with the content advertised. They concurred that quality had a bigger impact on their perception about the product under high than in low involvement. On the other hand, they concurred that the change of the product by the interested party had a greater effects under small than in elevated involvement. These views appear to agree that there exist two relatively distinct routes to persuasion. In considering view of consumer in environment, it helps in gaining insight on advertisement. In the past three decades, concern has been on advertising effectiveness. Most of the studies have focused on consumer’s evaluation of issues, candidates, and how products are affected by media advertisements. Most of the information gotten from research has shown that attitudes have become the main attention of consumer behaviors research (Petty, Cacioppo and Schumann 135). On the other hand, different theories of persuasion exist seeking the attention of the discipline. The article concurs that most of the theories concentrate on one or two distinct routes to attitude change. The article exemplifies the direction to outlook adjustment. The first theory to exist is the central route. This analyses attitude change as emanating from a person diligent consideration of information he/she perceives central to the true merits of a particular attitudinal position. In this aspect, the theoretical approach concentrates on several factors. They include the cognitive justification of attitude discrepant behavior, the comprehension, learning, and retention of issue, the nature of person idiosyncratic cognitive response to external communication, and the manner in which a person combines and integrates issues (Petty, Cacioppo and Schumann135). The second is peripheral route to outlook change. The change is shown not to occur based on individual stand. However, such outlook is shown to be related to personal extreme view on signal. Such cue and inferences make an individual to make a decision the attitudinal position to take without critical thinking. This emphasis’s on whether a simple attitude inference can be made in reference to individual behavior, whether the advocacy occurs in ones latitude of acceptance or rejection, whether some transient situational analysis is associated with adopting a particular attitude, and whether an advocated position or product is classically conditioned to basic but issue relevant cues (Petty, Cacioppo and Schumann 136). However, the two theories fail to provide a detailed view of attitude change. Various researches on persuasion also indicate that neither of the approach alone can account for the diversity of attitude change results observed (Petty, Cacioppo and Schumann 136). Another focus is on involvement and stance modification. The author shows that a difference occurs in level of involvement. They argue that high involvement messages have greater personal relevance and consequences in comparison to low involvement messages (Petty, Cacioppo and Schumann 136). As a result, various strategies have been put forward in studying involvement. This has been the focus to social and consumer researchers. Some have investigated existing groups that differed in the extent to which an issue a product was personally important. Others have defined involvement in relation to the specific issue or product under consideration. There are also those that focus on involvement by varying the medium of message presentation. However, the authors gives a preferred procedure for studying involvement as the one that hold recipient, message, and medium characteristics constant and randomly allocating members to high and low involvement groups (Petty, Cacioppo and Schumann 137). Moreover, involvement is viewed as having effects on influence. Involvement is believed to have a profound influence on persuasion that the environment is expected to have. They believe that those involved more are most likely to have a negative perception on a particular issue. This is because this is most likely to fall within the unacceptable range of a persons inherent attitude continuum (Petty, Cacioppo and Schumann 137). Other researchers have argued that increasing involvement does not increase resistance to persuasion, but it tends to shift the cycle of communication impact. In this article, the focus is to assess the practicality of last examination of effects of taking part on user reaction to advertisement. The perception is based on ELM model of analysis. The model concept is based on different approach to persuasion. It also tries to show whethere this can work depending on the type of communication (Petty, Cacioppo and Schumann137). In the communication concept, it is differentiated as being high or low. It concurs that when elaboration likelihood is high, the central route to persuasion should be effective. On the other hand, when it is low, the peripheral route should be better. The article also stresses on inner and marginal path to advertising success. The major concern of ELM is that different kind of demand may be well organized for a particular group of spectators. For example, a person willing to buy a refrigerator may scrutinize the product relevant information put in an advert. If information presented is pleasing, it will result to favorable outcome, but if it is not pleasing the outcome will be negative (Petty, Cacioppo and Schumann138). This appears real as expounded on consumer’s psychology. On the other hand, the person not willing to buy will not be concerned on what is contained in the advert. He may only focus on the attractiveness, credibility, or prestige of the product endorser (Petty, Cacioppo and Schumann138). In conclusion, the study provides basis that different features of advertisement may be more or less effective, depending on a person involvement in it. Moreover, under conditions of low involvement, peripheral cue are of essence that issue relevant argumentation and the contrary is true (Petty, Cacioppo and Schumann 144). Moreover, attitude effects can be organized in a line depending on the elaboration likelihood of a particular persuasion situation. The two routes of persuasion can only affect this. However, different characteristics occur based on these routes. Works Cited Petty, Richard, Cacioppo, John and Schumann, David. “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” Journal of Consumer Research 10 (1983):135-146. Print Read More