Activity 14: A Tale Of Two Routes

Activity 14 A Tale Of Two Routes

Activity 14: A Tale of Two Routes Instructions: In class we discussed one of the major theories of persuasion, the Elaboration Likelihood Model (ELM). For this activity, you will apply your knowledge of the two routes of processing proposed by the ELM (i.e., the central and peripheral routes) to identifying the extent to which components of a sales pitch on the popular show Shark Tank encourage each of these routes. Refer to class notes from Unit 13 (Persuasion and Public Communication) as well as the Booth-Butterfield (n.d.) and O’Keefe (2012) readings from Unit 13 to help you complete this activity. Choose any sales pitch from Shark Tank during which entrepreneurs ask the Sharks to invest in their product. You may choose any sales pitch that is available to you on Youtube. Then, respond to the following: (1) Identify 3 message factors from this clip that encouraged central route processing about investing in the product and describe why they are relevant to the message argument of investing in the product. (2) Identify 3 message factors from this clip that encouraged peripheral route processing about investing in the product and describe why each is a heuristic cue rather than a message that supports the message argument of investing in the product. (3) Are the Sharks more likely to process centrally or peripherally? Why? Make sure to discuss this in terms of your motivation and your ability to process the message. (4) When YOU watched this video, did you use central or peripheral route thinking? Why? Make sure to discuss this in terms of your motivation and your ability to process the message. This activity must be submitted to eCampus as either a text submission or an attached file no later than 11:59pm.

Paper For Above instruction

The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo (1986), offers a compelling framework for understanding how persuasive messages are processed through two distinct routes: the central and peripheral routes. In the context of Shark Tank, entrepreneurs aim to persuade the Sharks to invest in their products, employing various message strategies that can activate either or both of these routes. This paper examines a selected sales pitch from Shark Tank to identify factors that promote central or peripheral processing, considers the Sharks’ likely processing style, and reflects on personal processing motivation during viewing.

Central Route Processing Factors

During a typical Shark Tank pitch, several message factors can encourage central route processing, which involves careful scrutiny of the substantive arguments presented. First, detailed financial projections and market analysis serve as a central cue by providing concrete evidence about the product’s profitability and market potential (O’Keefe, 2012). Such data compel the viewer—or the Sharks—to evaluate the viability of the business based on logical reasoning rather than superficial cues. Second, providing a clear explanation of how the product works, its unique selling proposition, and competitive advantages prompts deeper cognitive engagement, as it requires comprehending complex information relevant to the investment decision (Booth-Butterfield, n.d.). Third, addressing potential risks and outlining strategies to mitigate them demonstrate transparency and sophistication, encouraging the Sharks to critically assess the business risks and the entrepreneur’s mastery over the subject matter.

Peripheral Route Processing Factors

Conversely, several message factors might trigger peripheral route processing, which relies on heuristic cues rather than detailed analysis. For instance, the presence of a charismatic entrepreneur with enthusiastic delivery can function as a heuristic cue, as likability often influences persuasiveness regardless of message content (Petty & Cacioppo, 1986). Second, the display of professional branding and polished presentation materials can serve as superficial indicators of credibility or quality, leading the Sharks or viewers to infer a product’s value based on appearance rather than substantive qualities. Third, social proof cues such as previous customer testimonials or endorsements may act as heuristic signals, influencing perceptions without direct engagement with the core message, as people tend to follow the crowd or rely on endorsements as shortcuts to trustworthiness.

Processing Likelihood of the Sharks

The Sharks are more likely to process via the peripheral route during most pitches because of their time constraints, situational pressures, and the abundance of heuristic cues present in typical pitches (Petty & Cacioppo, 1986). While they do sometimes engage in central processing, especially when an entrepreneur provides solid data or demonstrates deep expertise, their overall motivation and ability to scrutinize every detail are limited. Their primary motivation is to make quick decisions based on cues that can rapidly signal the credibility or attractiveness of the investment opportunity. Additionally, their ability to process complex financial data may be restricted by the format and pacing of the show, often favoring heuristic-based judgments from superficial cues like presentation skills or likability (O’Keefe, 2012).

Personal Processing Route

As a viewer, I found myself predominantly relying on the peripheral route while watching the Shark Tank pitch. My motivation to deeply analyze the financials was limited by the time constraints and my familiarity with the content. Instead, I relied on heuristic cues such as the presenter’s enthusiasm, confidence, and presentation quality to form an impression. My motivation to process the information deeply was low because I was primarily interested in an overall assessment rather than a detailed financial analysis. Therefore, my processing was mainly peripheral, guided by superficial cues rather than substantive arguments.

Conclusion

Understanding the distinction between the central and peripheral routes in persuasion, especially within high-stakes contexts like Shark Tank, helps clarify how various message factors influence decision-making. Entrepreneurs who aim to persuade effectively can craft messages that promote central processing by providing detailed, logical evidence, and transparent information. Conversely, peripheral cues like charisma and presentation can also significantly impact decisions, especially under time constraints or low motivation. Recognizing these dynamics allows both entrepreneurs and viewers to better understand the persuasion process and make more informed decisions.

References

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• Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.
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