The level of audience involvement refers to the extent to which individuals are engaged and invested in a persuasive message. It indicates how much attention, effort, and personal relevance they allocate to processing the message.
This model suggests that there are two routes to persuasion - central route (when people carefully consider arguments) and peripheral route (when people rely on superficial cues).
This theory explains that individuals feel uncomfortable when they hold conflicting beliefs or attitudes, motivating them to reduce this discomfort through attitude change.