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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 persuasion processing depends on the level of involvement in the topic or issue.
One such instance is Kruglanski and Thompson, who write that the processing of central or peripheral routes is determined by the type of information that affects message persuasion. For example, message variables are only influential when the central route is used and information like source variables is only influential when the peripheral ...
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]
Their theory is called the elaboration likelihood model of persuasion. 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.
A significant implication emerges from the social judgment theory: the arduous nature of persuasion. Successful persuasive messages must be finely tuned to the receiver's latitude of acceptance and strategically discrepant from the anchor position. Even in cases of successful persuasion, the anticipated changes in attitude may be modest.
In this model, persuasion is seen as a way to overcome social injustice and achieve recognition and dignity. Sanchez-Mazas examines the roles of majorities and minorities in creating social change, and believes that "persuasion is a simultaneous, reciprocal process between groups, and specifically between majorities and minorities". [32]
Individuals who process a message through heuristic processing do not internalize the message, and thus any attitude change resulting from the persuasive message is temporary and unstable. For example, people are more likely to grant favors if reasons are provided. A study shows that when people said, "Excuse me, I have five pages to xerox.
For example, if a person is not self-efficacious about their ability to impact the global environment, they are not likely to change their attitude or behavior about global warming. Dillard in 1994 [ 57 ] suggested that message features such as source non-verbal communication, message content, and receiver differences can impact the emotion ...