Central Route Persuasion
Definition
Central Route Persuasion involves deeply processing the content of a message by focusing on its logic and the strength of its arguments rather than superficial cues.
Analogy
Imagine you're buying a car based on thorough research about its engine performance, safety features and fuel efficiency. That's akin to central route persuasion - you're not swayed by flashy ads or celebrity endorsements but by solid facts and figures.
Theoretical Perspectives
Central route persuasion is grounded in the Elaboration Likelihood Model of persuasion, which posits that attitude change can occur through thoughtful consideration of persuasive arguments and evidence.Study And Research Findings
Study and Research FindingsRelated terms
Systematic Processing: A type of information processing that involves careful consideration of message content and ideas; it requires motivation and capacity for thinking.
Argument Quality: Refers to how strong or persuasive an argument within a message is perceived to be.
Informational Influence: A type of social influence where people change their behavior in order to be correct or accurate.
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