The+Peripheral+Route

__The Peripheral Route__

The second method of persuasion is known as the peripheral route. The peripheral route is the shortened way to accept or reject messages without having to actively think about the characteristics of the issue or the object of deliberation. Within the route, Petty and Cacioppo found six cues that relate to the peripheral route and the process of persuading. These cues include, authority, reciprocation, scarcity, social proof, liking and consistency. The authority cue is the power to persuade in an argument, like the phrase, “because I say so.” The reciprocation cue is used to persuade by making the other person feel that they owe them something. The scarcity cue is usually used at the end of an argument to scare someone into having to agree with them, with phrases like “It’s now, or never.” The social proof cue is used by persuading the other person that because “everybody likes it, so should you.” The fifth cue is the liking cue, which uses how much the other person likes something to persuade them to do something, like the phrase “if you love me, you will love my plan.” Finally, the last cue is the consistency cue. The consistency cue assumes that the plan the person is trying to persuade always has been done the same way. Relying on the six cues, the peripheral route is able to persuade the other in an argument or a conversation.