Central Route and Peripheral Route: Two Routes to Persuasion

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Describe how each side used central route or peripheral route influence principles to effect the negotiation outcomes These two “routes to persuasion” are 1) the “central” route and 2) the “peripheral” route. An individual who is using the “central” route will be more engaged in processing and evaluating the merit of the opposing parties proposal. This “route” is much more analytical and is concerned with the actual logistics of the proposal/argument. An individual engaging in the “peripheral” route, by contrast, will focus less on the actual merit and logic of opposing counsels arguments and instead will be more influenced by things that are more peripheral to the issue at hand, such as the physical attractiveness of the person trying to persuade them, or presentation or “packaging.” It is very important for negotiators to realize that numerous factors can influence their negotiation partners to use either one of these two “routes”. It would be a mistake to assume that an opposing party will always operate in the same way based on immutable factors such as education or intelligence. Something as simple as not having gotten enough sleep, or being hungry, can have a huge effect on how the opposing party will process your arguments during negotiation, making even a savvy or intelligent negotiator more likely to use the “peripheral” route. The Central Route to Persuasion:

Research has established that decision’s reached using the “central” route to persuasion are generally going to be more satisfying and beneficial to parties in the long run. However, It is important for negotiators to be aware that they only want to encourage this type of decision-making if they have something of true value to offer the opposing party. Once you have determined you have something of value, the first great way to encourage this type of thinking is to discuss the issues in the negotiation as a joint problem-solving venture. This type of prompting will encourage the opposing party to...
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