Peripheral Route Processing Flashcards, test questions and answers

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What is Peripheral Route Processing?

Peripheral Route Processing is a cognitive processing technique used to influence people’s decisions and behavior. It involves utilizing non-rational cues such as attractiveness, familiarity, or relevance in order to influence an individual’s opinion or choice. Peripheral route processing is often used in marketing and advertising campaigns to create a positive association with a product or service. This strategy focuses on the consumer’s emotions, rather than the actual product itself, in order to make a sale. The technique relies on the idea that people don’t always think carefully when making decisions; they may be influenced by factors that have nothing to do with the quality of the product itself. For example, if an advertisement for a car uses attractive models and happy music, it could subconsciously encourage potential buyers to purchase the car without consciously considering its features. Similarly, if an advertisement for a new food product uses familiar images like apples or oranges instead of unfamiliar ones like kiwis or lychees, viewers are more likely remember the brand and be more likely to purchase it due to its familiarity. Peripheral route processing can be effective when combined with other techniques such as informational route processing which utilizes rational thinking to process information and make decisions based upon facts. This combination can help increase sales by appealing both emotionally and logically. Additionally, peripheral route processing can be used alongside pricing strategies such as discounts or incentives in order to influence decision making even further; this approach has been shown to work well in certain industries such as retail or hospitality where customers are more price-sensitive than others Overall, peripheral route processing is an effective strategy for influencing people’s choices by relying on emotion rather than logical reasoning alone. By utilizing attractive visuals and familiar images along with rational arguments regarding pricing strategies companies can create powerful marketing campaigns that appeal both emotionally and rationally resulting in greater success for their products or services.