key term - 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.

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

Research by Petty and Cacioppo (1986) found that individuals are more likely to be persuaded via the central route when they are motivated and able to process information, leading to more enduring attitude change.

Related 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.