Central Route to Persuasion

Definition

The central route to persuasion refers to the process of being persuaded by the content and logic of a persuasive message. It involves carefully analyzing and evaluating the information presented in order to form attitudes and beliefs.

Theoretical Perspectives

Central route to persuasion is grounded in the Elaboration Likelihood Model (ELM) of persuasion, which posits that when people are motivated and able to process information, they are persuaded by the argument's quality rather than superficial cues.

Study And Research Findings

Research by Petty and Cacioppo (1986) indicated that individuals who are deeply engaged with the content of a message (high elaboration) are more likely to be influenced by strong arguments than by peripheral cues such as the speaker's attractiveness or credibility.

Related terms

Peripheral Route to Persuasion:

This term refers to being persuaded by factors that are not related to the actual content of a message, such as attractive visuals or celebrity endorsements.

Elaboration Likelihood Model (ELM):

This model suggests that there are two routes (central and peripheral) through which people can be persuaded, depending on their motivation and ability to process information.

Cognitive Dissonance:

This term describes the discomfort we feel when our attitudes or beliefs conflict with our actions, leading us to either change our beliefs or justify our behavior.