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For example, the central route may permit source variables to influence preference for certain language usage in the message (e.g. "beautiful") or validate a related product (e.g. cosmetics), while the peripheral route may only lead individuals to associate the "goodness" of source variables with the message.
These two routes of processing define related theories behind attitude change. In ELM, the central route is reflective and requires a willingness to process and think about the message. The peripheral route occurs when attitudes are formed without extensive thought, but more from mental shortcuts, credibility, and appearance cues. The route of ...
There are two routes to persuasion: Central and peripheral. Central route processing is used in high-involvement purchase decisions. These are infrequent, high-risk purchases, usually involving large amounts of money and a significant amount of time (for example, purchasing a house or car).
The recipient relies on cognititive responses instead of heuristics when using the central route. The peripheral route to persuasion is used when the recipient has little to no motivation or effort and people are swayed not by the argument itself but by elements secondary to the message (such as the length of the communication or the ...
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 happens through the central processing route that incorporates both cognitive and affective components as opposed to the more heuristics-based peripheral route.
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]
Central to this process is the concept of the "latitude of acceptance." Individuals are inclined to modify their attitudes when they perceive a novel position falling within this latitude. Conversely, if a message is deemed to be within the "latitude of rejection," the audience may still undergo an attitude adjustment, but in the opposite ...
People high in the need for cognition are more likely to form their attitudes by paying close attention to relevant arguments (i.e., via the central route to persuasion), whereas people low in the need for cognition are more likely to rely on peripheral cues, such as how attractive or credible a speaker is. People low in need for cognition are ...