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Prepared by:

Md. Aktaruzzaman

BBA 12th Batch

Dept. of Marketing

University of Dhaka

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Think and think again.

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Why we need to think 

Dr. Laurence J. Peter said in his book ³The Peter Prescription´

³Right now is the beginning of the rest of one¶s

life which depends on proper thinking.´

Prof. M.D. Husain said in his book ³Behavioral Science´

³The man is a greater thinker and

only the creative thinking finds solution.´

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Central Route to Persuasion

The central route to persuasion requires

considered thought and cognitive processing.

It involves being persuaded by the arguments

or the content and pertinent information of the

message.

The most effective marketing strategy

Source: http:// www. psychologyandsociety.com / routestopersuasion.html

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Peripheral Route to Persuasion

The peripheral route to persuasion requires

less cognitive processing.

It involves being persuaded in a manner thatis not based on the arguments or the message

content.

The peripheral route can involve usingsuperficial cues such as the attractiveness of 

the speaker.

Source: http:// www. psychologyandsociety.com / routestopersuasion.html

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The basic premise of ³Central and

Peripheral Routes to Persuasion´ theory

Consumers carefully think the merits and

weaknesses of a product when the purchase is

of high relevance to them.

Consumers think less about the purchase low

relevant to them.

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Relation between central and peripheral

routes to persuasion and consumer information processing

High involvement with a product produces

more extensive processing of information suchas evaluating brands.

Low involved consumers apply very simple

decision rules thus require less information.

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The usage of central and peripheral

routes to persuasion in marketing field

To highly involved consumers, the quality of the promotional message of the products is

more effective in decision making thanimagery message.

Comparative ads are processed centrally

whereas nocomparative ads are processed peripherally.

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The usage of central and peripheral routes

to persuasion in consumer behavior 

Psychologically, intuitive and thinker 

category consumers¶ behavior is affected bycentral route to persuasion

However, feeler and sensor category

consumers¶ behavior is affected by peripheralroute to persuasion.

Source: Differential or Die by Jack Trout

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Some studies found that

The use of metaphors and figures increases the

ad¶s persuasiveness and memorability. Utilitarian products require a consumer¶s

 product involvement and objective product

knowledge.

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continued««..

Hedonic products (designed to bring about

 pleasure) require subjective knowledge the

outcome of the factual information provided

 by ads.

Marketers should consider the degree of the

 product¶s utilitarianism in selecting either the

central or peripheral route in promoting the product.

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Bibliographies

Consumer Behavior by Leon G. Schiffman and

Leslie Lazar Kanuk 

Behavioral Science by Prof. M.D. Husain

The Peter Prescription by Dr. Laurence J.Peter 

http:// www. psychologyandsociety.com / routestopersuasion.html

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