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The peripheral route occurs when attitudes are formed without extensive thought, but more from mental shortcuts, credibility, and appearance cues. The route of persuasion processing depends on the level of involvement in the topic or issue. High involvement or elaboration increases central route processing especially when motivation and ability ...
In their theory, there are two different routes to persuasion in making decisions. The first route is known as the central route and this takes place when a person is thinking carefully about a situation, elaborating on the information they are given, and creating an argument. This route occurs when an individual's motivation and ability are high.
In the elaboration likelihood model, cognitive processing is the central route and affective/emotion processing is often associated with the peripheral route. [28] The central route pertains to an elaborate cognitive processing of information while the peripheral route relies on cues or feelings. The ELM suggests that true attitude change only ...
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
The lexical route is the process whereby skilled readers can recognize known words by sight alone, through a "dictionary" lookup procedure. [1] [4] According to this model, every word a reader has learned is represented in a mental database of words and their pronunciations that resembles a dictionary, or internal lexicon.
Persuasion has traditionally been associated with two routes: [25] Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values; Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. [25]
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The central route to persuasion occurs when people have the ability and motivation to listen to a message, think about its arguments and internalize the information. The recipient relies on cognititive responses instead of heuristics when using the central route.