Central route processing involves a high level of elaboration . Here, the audience (or user) scrutinizes the message’s contents (rather than reads casually) because of a high motivation level. Users know what’s important to them; consequently, they will invest in examining a credible design’s message.
What is the central route to persuasion?
the process by which attitudes are formed or changed as a result of carefully scrutinizing and thinking about the central merits of attitude-relevant information.
What are the main routes in the elaboration likelihood model?
The ELM proposes two major routes to persuasion: the central route and the peripheral route . Under the central route, persuasion will likely result from a person’s careful and thoughtful consideration of the true merits of the information presented in support of an advocacy.
What are the two routes of thinking in the elaboration likelihood model?
Elaboration Likelihood Model. Petty and Cacioppo (1986a, 1986b) state that there are two “routes” to persuasion: central and peripheral . The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message.
What are central and peripheral routes to persuasion?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers . The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is the elaboration likelihood model examples?
For example, imagine you’re reading about a proposed soda tax in your city . If you’re a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax).
What does the elaboration likelihood model teach us?
The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments . The basic idea is that when someone is presented with information, some level of “elaboration” occurs. ... They’ll pay more attention and scrutinize the quality and strength of the argument.
What is a good example of central route persuasion?
Examples of Central Route Persuasion
While watching television, a person who is interested in cars sees a car advertisement . Though the person has a car, the person gets influenced by the features shown of a new model of car.
What are the two routes of persuasion?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route .
What is the central route processing?
The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others) . ... Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener.
What is biased elaboration?
the tendency to generate a particular valence of evaluative responses preferentially when elaborating attitude -relevant information.
What is the elaboration likelihood model in psychology?
elaboration-likelihood model (ELM)
a theory of persuasion postulating that attitude change occurs on a continuum of elaboration and thus, under certain conditions, may be a result of relatively extensive or relatively little scrutiny of attitude-relevant information.
Who came up with elaboration likelihood model?
The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter.
Which route central or peripheral of persuasion is more effective?
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.
What are the four elements of persuasion?
- The source is the place of origin of a message i.e., a person who sends a communication,
- the receiveris the person at whom the message is aimed at or sent,
- the message is the information that is being transmitted by the source,
How do you use central route persuasion?
One method is through a central route to persuasion. In order for this form of persuasion to work, the person receiving the message must be motivated to listen to the message and be able to think about and comprehend the message .
