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Description

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 questions:

1) Identify three (3) message factors from the clip that encouraged central route processing about investing in the product. For each factor, describe why the factor was relevant to the argument (that the sharks should invest in the product).

2) Identify three (3) message factors from the clip that encouraged peripheral route processing about investing in the product and describe why those factors were heuristic cues rather than thoughtful arguments about investing in the product.

3) Determine the Sharks’ motivation and ability to process a sales pitch. Would the sharks be more likely to process messages centrally or peripherally? Why? Note, if you do not know much about the show, do some research to understand the role that the Sharks play.

4) When YOU watched the sales pitch, did you use central or peripheral route thinking? Why? In your response, reflect on your motivation and ability to process the message.

Fundamentals of Public Communication (COMM 104)
1
ASSIGNMENT #10
CENTRAL AND PERIPHERAL ROUTE THINKING
Due Date: See course syllabus.
Points: 10
PURPOSE
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., central, and peripheral routes) in analyzing a sales pitch from the popular TV
show Shark Tank. You will consider how the sales pitch utilizes the central and peripheral route.
Refer to class notes as well as your unit reading to complete this assignment. This assignment
aligns with course learning outcomes 1, 2, and 3.
INSTRUCTIONS
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 questions:
1) Identify three (3) message factors from the clip that encouraged central route
processing about investing in the product. For each factor, describe why the factor was
relevant to the argument (that the sharks should invest in the product).
2) Identify three (3) message factors from the clip that encouraged peripheral route
processing about investing in the product and describe why those factors were
heuristic cues rather than thoughtful arguments about investing in the product.
3) Determine the Sharks’ motivation and ability to process a sales pitch. Would the
sharks be more likely to process messages centrally or peripherally? Why? Note, if you
do not know much about the show, do some research to understand the role that the
Sharks play.
4) When YOU watched the sales pitch, did you use central or peripheral route thinking?
Why? In your response, reflect on your motivation and ability to process the message.
Fundamentals of Public Communication (COMM 104)
2
GRADING RUBRIC (10 points total)
Factors of central/peripheral processing (1 point each) 6 points total
Good (1)
Poor (.5)
No Effort (0)
Example demonstrates
correct route (central or
peripheral) and
includes a justification.
Example demonstrates
correct route (central or
peripheral).
No effort given,
missing, or incorrect
example used for route.
Sharks’ motivation and ability. 2 points.
Good (2)
Explanation is correct.
Both ability and
motivation are
considered in
explanation.
Poor (1)
Explanation is correct.
No Effort (0)
No effort given or
explanation is incorrect.
Personal experience while watching. 2 points.
Good (2)
Both ability and
motivation are
considered in
explanation.
Poor (1)
Explanation is missing
factors or motivation or
ability.
No Effort (0)
No effort given.

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