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If the number, strength, and immediacy of the people trying to influence a person are high, the person being persuaded is more likely to take the central processing route. Heuristic-systematic model – is very similar to the ELM because it is also a two-way model that explores how people gather and dissect persuasive messages. [108]
ELM's central processing has been likened to systematic processing in HSM, while peripheral processing is similar to HSM's heuristic processing. 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 ...
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 ...
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).
Cohen, Stotland and Wolfe (1955), [3] in their work on individual differences in cognitive motivation, identified a "need for cognition" which they defined as "the individual's need to organize his experience meaningfully", the "need to structure relevant situations in meaningful, integrated ways", and "need to understand and make reasonable the experiential world" (p. 291).
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Mind shapers can be seen through the use of the adjusted communication model, it allows the source/sender to create a perception for the receiver (Dahlen, Lange, & Smith, 2010, p. 39). Mind shapers can take two routes for persuasion: Central route, this route requires a thought process to occur, the content of the message is important.
Image source: Getty Images. 1. Lockheed Martin. After its stock price reached an all-time high earlier this year, Lockheed Martin and its defense contractor peers have sold off considerably over ...