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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 ...
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 ...
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 ...
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After experiencing a bad outcome with a decision problem, the tendency to avoid the choice previously made when faced with the same decision problem again, even though the choice was optimal. Also known as "once bitten, twice shy" or "hot stove effect". [106] Mere exposure effect or familiarity principle (in social psychology)
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.