Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

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Citation: Richard Petty, John Cacioppo, David Schumann Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.
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Summary

Previous research has suggested that persuasion and attitude-change can be achieved via one of two routes. The Central route is based on a thoughtful consideration of the pros and cons of the product-attributes and the issue-relevant arguments while the peripheral route is based on associations with positive and negative cues. For example, in the central route, a person would diligently consider the relevant arguments while in the peripheral route, a person would accept an advocacy because it was presented during a pleasant dinner or because the source is an expert.

The authors argue that different features of an advertisement may be more or less effective depending on the individual involvement with it. Even though, informational content might be the most important factor in product attitudes under some circumstance, non-content manipulations such as celebrity status and the credibility of the endorsers might be even more important. Furthermore, the authors found that for products of low involvement, the celebrity status was a critical factor in attitude change while for products of high involvement, the cogency of the product information was the critical factor in attitude change.