Question

Ore brand of peanut butter advertises its product by describing its taste and nutritional value It is hoping to persuade customers through ___________ route processing. In ads for a competing brand, a popular actor happily cats the product-but does not describe it. This approach hopes to persuade customers through ______________ route processing:

Short answer

The first advertisement uses central route processing and the second advertisement uses peripheral route processing.

Step-by-step solution

Identify the route in the first advertisement

The first advertisement contains information about the nutritional value and taste of the product. The brand hopes that by understanding these aspects, customers will be convinced to buy the product. This engages the audience in a thoughtful and deliberate decision-making process, which is characteristic of central route processing.

Identify the route in the second advertisement

The second advertisement features a popular actor who is eating the product, but does not provide any specific information about it. The brand hopes that customers will be swayed by the positive association with the actor. This kind of decision-making process that is less about the argument (e.g. nutritional value) and more about the other superficial factors is called peripheral route processing.

Key concepts

Advertising Psychology

Advertising psychology delves into how advertisements can significantly affect consumer decisions by influencing their thoughts and emotions. It examines the various methods and strategies advertisers use to capture attention and persuade potential buyers to choose their products. Typically, ads aim to evoke an emotional response, spark interest, or encourage logical and thoughtful consideration of a product's benefits.

In advertising psychology, two primary persuasive routes become vital: the central and peripheral routes. Each route involves different methods of engagement:

• Central Route: Focuses on logical persuasion with detailed arguments.
• Peripheral Route: Relies on surface-level cues like endorsements or aesthetics.

Understanding these routes helps advertisers craft messages that resonate with target audiences, maximizing impact and effectiveness.

It's important for advertisers to carefully select which route best suits their product and audience. For instance, products with complex features may benefit from central route processing, while products readily endorsed by celebrities might appeal more through the peripheral route.

Central Route Processing

Central route processing is a method used in advertising to persuade an audience through detailed and logical arguments about a product. This strategy aims for consumer engagement by presenting meaningful information that requires thoughtful consideration and reasoning.

For example, an advertisement focusing on the nutritional value and taste of a peanut butter brand uses central route processing. By highlighting these rational aspects, the advertisement encourages the consumer to evaluate the product based on its stated features.

Here are key points about central route processing:

• Engages the consumer's active, reflective thinking.
• Involves the examination of facts and evidence presented about the product.
• Effective for products requiring informed decisions or those with specific, beneficial features.

In order to use central route processing successfully, advertisers must ensure that the information provided is clear, relevant, and compelling enough to motivate the consumer to think deeply about the product.

Peripheral Route Processing

Peripheral route processing targets an audience through indirect methods rather than through elaborate reasoning or evidence. This approach capitalizes on the audience's emotions and the reputation or attractiveness of the presenter rather than the content itself.

An example of peripheral route processing is when an advertisement features a popular celebrity enjoying a product without providing detailed product information. The message conveyed is more related to the consumer's emotional and peripheral perception, rather than the product's intrinsic qualities.

Key characteristics of peripheral route processing include:

• Relies on cues like celebrity endorsement or appealing visuals rather than factual data.
• Tends to appeal to audiences with lower motivation or ability to engage with detailed information.
• Often more effective for products that don’t require deep thinking for purchasing decisions.

Peripheral route processing can be powerful, especially when the objective is to create a positive association or feeling towards a brand or product with minimal cognitive effort.