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peripheral route


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In the Elaboration Likelihood Model (Petty and Cacioppo), a focus on persuasion using ‘peripheral cues’ rather than explicit message content: e.g. style, form, symbolism, connotations, music, or attractive models. This strategy requires less cognitive effort or elaboration on the part of receivers. Its potential influence tends to be short-lived compared with a strategy employing the central route. See alsononverbal persuasion; visual persuasion.

Subjects: Media Studies.


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