Today I read one article called Central and peripheral routes to advertising effectiveness- written by Cacioppo and Petty, Schumann
It is assumed in this article that people have different attitudes toward advertising whether if they have a high or a low involvement state of mind. These two different states of mind mean that consumer should be approached by advertisers in two different way. Indeed, there are two different routes to take: the central rout and the peripheral route.
Definition of central and peripheral routes
Central route => refers to the situation where the consumer evaluate, recall, and show a critical judgement toward the advertisement (the product). They don’t need to be influenced by a personnality/ an endorser, a lambda citizen is sufficient.
Peripheral route => when a consumer simply associate the advertisement (the product) with positives or negatives cues. They need to be persuaded by the presence of a personnality who come as an endorser of the product to draw their attention; Peripheral main goal is to raise the brand awareness.
When they are highly involved in a product purchase, consumers are likely to feel much more concerned by the advertisement.
For instance, before buying a new laptop the consumer will be more sensible to laptop advertisments. The consumer will search information, persuasive arguments and will adopt a critical thinking. This is called the central route. When consumer is using the central route, advertisement should focus on convincing message, presenting normal citizen/ or an expert rather than using a personality.
When consumers show a low involvement state of mind, to buy daily products such as cereals or vegetables for instance, they don’t need to develop a critical thinking. Thus, advertisement doesn’t need to focus on precise and strong argument. The presence of a celebrity is sufficient to draw the consumer attention