Theories in Action-1

Throughout this summer, I have gained a deeper understanding of the central and peripheral routes of persuasion, as outlined by Petty and Cacioppo. In short, they state that there exists a central route to persuasion, which can be achieved through logic, reason, and sound arguments. However, humans are often persuaded by the peripheral route. This can happen through verbal and physical cues that signal to a person that the argument itself is correct or valuable. In general, we have a hard time separating these concepts and we associate these cues with the argument itself, as they serve as signals for us to accept or reject the message.

At RentRedi, I have learned more about these routes of persuasion and the importance of effective and clear communication. Although my job is not for me to convince or persuade anyone, I often spend time with data that no one else has fully analyzed. As such, I have insights that others are interested in and I have the opportunity to share them in order to improve certain practices. I have learned firsthand the importance of the peripheral route when used in conjunction with central persuasion. For instance, when presenting data and suggesting next steps, the familiarity I have with the data, accuracy with which I speak, and confidence I have to answer questions. I have noticed that when I am less comfortable doing these things, I am less effective in convincing my peers of my findings. Even if the data and information is the same, the cues I display with my behavior are important in communication. Specifically, I have learned the importance of rehearsal and constant improvement. Running through a presentation a few times before I share with others allows me to feel more comfortable with what I am presenting. Once I have that level of comfort, I am able to articulate my points more clearly and allow others to understand the information. Thus, I have discovered that the central route to persuasion is often only possible if you can control the peripheral route and give strong signals that you are prepared, confident, informed, and excited.