A pharmaceutical ad features a renowned cardiologist endorsing a medication without presenting any clinical data. Which route of persuasion is this ad primarily using?
ACentral route, because medical expertise involves complex reasoning
BPeripheral route, because the message relies on source credibility as a cue
CCentral route, because the audience will think carefully about the medical claim
DNeither route, because no argument is made
The ad relies on source credibility — a peripheral cue — rather than argument quality. The peripheral route uses heuristics like 'experts are trustworthy' without engaging critical evaluation of the message content. Even though the source has genuine expertise, using it as a shortcut in place of evidence is peripheral processing.
Question 2 True / False
According to the Elaboration Likelihood Model, attitude changes produced via the central route are more resistant to counter-persuasion than those produced via the peripheral route.
TTrue
FFalse
Answer: True
Central-route attitude change involves deep cognitive engagement with message content, producing stronger, more enduring attitudes that are better integrated into the person's belief system. Peripheral-route changes are more superficial and tend to fade or reverse more easily when the peripheral cue is absent or when a counter-argument is encountered.
Question 3 Short Answer
A public health campaign uses graphic images of diseased lungs to discourage smoking. Research on fear appeals suggests this alone may be insufficient. What additional element is needed, and why?
Think about your answer, then reveal below.
Model answer: High self-efficacy messaging — the audience needs to believe they are capable of quitting. Fear appeals work only when paired with a credible message that the person can take effective action; without this, fear can backfire through denial or fatalism.
Protection motivation theory and ELM research both show that fear increases motivation to change only when the audience also perceives the recommended behavior as feasible. A high-fear, low-efficacy message causes people to defensively dismiss or avoid the message rather than change behavior.