Businesses and politics, for example, have demonstrated that persuasion works perfectly. But how does persuasion work for different purposes and why are they equally important in communication? Petty and Cacioppo (1986) also developed another route that uses superficial means to persuade: the Peripheral Route. Cialdini (1994) identified seven types of peripheral signals, which are authority, commitment, contrast, sympathy, reciprocity, scarcity and social proof. One or a few of these signals are implemented in the persuader's persuasion. The disadvantage of using the peripheral route is because it has a short-lived effect on persuasion. In an overview for a social level of persuasion, he is now used to it