The Central Route to Persuasion

What is the central route to persuasion?

The central route to persuasion is the process by which a person thinks carefully about a communication and is influenced by the strength of its arguments (Brehm et al, 2002)^. When the central route is used, the consumer, voter, etc., is usually dealing with something that means something personal to the recipient. Because it is a personal issue, you pay more attention to the details. You notice whether the argument is strong as opposed to weak, try to get as much information as possible, consider the information before making a decision, and so on.

What are some examples of using the central route?

The simplest form of using the central route to persuasion is the use of a long argument. The fear appeal method makes a person think about the potentially frightening outcomes of performing certain actions. This method is commonly used by religions. Consumers who pay close attention to persuasive ads use their analytical skills to create anti-ads to make fun of companies trying to dupe them. Perhaps the most intensive and effective method of persuasion is the most personal, role-playing. These centralized methods of persuasion require critical thinking and importance to the person involved.