Central Route vs. Peripheral Route

Advertisers have many techniques for making their product appeal to customers. There are two main ideas behind this. One is called central route persuasion. This method is usually applies to logic and help when making a large purchase such as a car. When a customer is making this type of purchase they often do research and get all the facts. They will then choose which one applies to their needs. An example of this for me, is thinking about purchasing and iPhone 4. I look at the ads in detail and I don't get distracted by the music or the commercials production value. I'm also doing a lot of research of what the phone's features are, how much it will cost per month, and if the product is worth the price. This type of persuasion is best when the company provides as much information as possible to appeal to the customer's logic.

The second main form of persuasion is peripheral route. This style involves using emotion and the costumer's other interests to make a sale. An advertiser might use a celebrity that relates to their demographic, music that the costumer likes, an attractive spokes person , or maybe the commercial just made them laugh. These type of ads create spur of the moment purchases and are usually cheaper products. An example of this might be the Skechers commercial staring Kim Kardashian. People who like her, or her body might be very inclined to get those shoes without even caring if they are good shoes or not.

To keep these two techniques straight, I wrote these limericks:

Central route to the noggin makes me avoid all the jargon.

Peripheral route is less thinking so I do much more getting.