Two different routes

Definition

The concept of "two different routes" refers to the idea that persuasive messages can influence attitudes through either central or peripheral processing routes. Central processing involves careful evaluation and consideration of the message content, while peripheral processing relies on heuristics or cues outside the actual message.

Related terms

Elaboration likelihood model: This model explains how people process persuasive messages based on their motivation and ability to think critically.

Central route processing: It involves a thoughtful analysis of message content and logical reasoning in order to form an attitude.

Peripheral route processing: This route relies on mental shortcuts or superficial cues rather than actively analyzing the message itself.