Sex (and the Peripheral Route) Sells!

The Elaboration Likelihood Model (ELM) is a dual-process theory of attitude change (Petty & Cacioppo, 1986).  The model describes two processes, or routes, that people take when presented with a persuasive message.  The first route, called the central route to persuasion, describes when individuals think about and scrutinize messages intended to change their attitudes, whereas the second route (i.e., the peripheral route to persuasion) describes when individuals use superficial cues to base their decision on an argument (Petty & Cacioppo, 1986).   

            Whether people use the central or peripheral route and whether their attitude changes depends on three factors:  the source (i.e., the person giving the message), the message (i.e., what the source is saying), and the audience (i.e., to whom the message is directed; Petty & Cacioppo, 1986).  In fact, past research shows that some techniques are more effective in advertising (Petty, Cacioppo, & Schumann, 1983).  When individuals are low in involvement (i.e., they cared less about the product), they recall a product more when a famous person (i.e., the source) endorses than when a citizen does (Petty et al., 1983). 

            Specifically, one factor that makes a source more persuasive is likeability, which can be split into two factors, one of which is physical attractiveness (Chaiken, 1979).  A recent ad campaign by Reebok includes Victoria Secret model Miranda Kerr (rated 27^th out of Men’s Health “100 Hottest Women”; Men’s Health, 2014). In the ads below, Kerr models Reebok’s new Skyscape shoes.  Reebok takes a step further (besides just using a “hot” famous person) using the physical attractive source technique by dressing Kerr in little to no clothing (e.g., a towel in the second photo). Clearly, Reebok hopes that its audience will use peripheral cues in making a decision to buy their shoes.

            In addition, the second factor in likeability is similarity (Chaiken, 1979).  Reebok attempts to make Kerr appear more similar, and thus more likeable.  In the top photo, the words state that the Reebok Skyscape is the “perfect all day shoe for Miranda Kerr – and you.”  By insinuating that even famous models need an “all day shoe,” Reebok is creating a similarity between the audience and Kerr, appearing to make her more likeable. 

Lastly, Reebok relies on positive emotion to increase use of the peripheral route.  Positive emotions can increase attitude change (Schwartz, Bless, & Bohner, 1991).  By including the cute puppy in the top photo and a massage table on the bottom, Reebok hopes to increase positive emotion, and thus, positive feelings about the shoes (e.g., that they are comfortable, relaxing). Similar to the physical attractiveness technique, Reebok wants the audience to rely on peripheral cues rather than the central route. (N=443)

           

References

Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(8), 1387-1397.

Men’s Health Magazine (2014, July 2).  The hottest women of 2014. Men’s Health Magazine. Retrieved from http://www.menshealth.com/sex-women/hottest-women-2014

Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.  Retrieved from http://www.jstor.org/stable/2488919

Schwarz, N., Bless, H., & Bohner, G. (1991). Mood and persuasion: Affective states influence the processing of persuasive communications. Advances in Experimental Social Psychology, 24, 161-199.