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Central Route and Peripheral Processing

The elaboration likelihood model of persuasion echoes the heuristic-systematic model of attitude processing by offering two paths to attitude change/formation. The central route of processing requires humans to use active and deliberate thought, whereas the peripheral route of processing occurs through nondeliberate processing not limited to, but inclusive of, heuristics. A central tenet of this model is that humans are motivated to hold correct attitudes and, as a result, there can be a number of factors that influence which processing route a person might take.

Provide two examples of images or messages associated with processing routes and rate them based on how persuasive you found each message (1, least persuasive, to 5, most persuasive).

Describe two factors that may influence central route processing and two factors that may influence peripheral route processing, and explain how. Be specific and use examples to illustrate your points.

Solution Preview

Hi there,
In this particular task, you are being asked to elaborate on a set of images or message. I am assuming that you are using the book by Fiske, Gilbert and Lindzey (2010) - I have looked into the chapter and found no material that exemplifies images and messages to evaluate. Thus, I am using the exemplification route here to showcase personal experience on persuasion. I suggest this simple outline:

1. Images & Messages associated with processing routes, including their rating (2 examples for each, 200 words)
2. 2 factors influencing each route, plus examples - 200 words

This should cover what you need. Just let me know if you need further clarification. You can also use the listed resources to further explore the topic. All the best!

AE 105878/Xenia Jones

On the Elaboration Likelihood Model

According to Fiske, Gilbert and Lindzey (2010), the elaboration likelihood model (ELM) is, "a theory about how cognitive processes mediate the relation between persuasive stimuli and actual persuasion." When we receive messages or stimuli, cognitive responses to persuasion messages vary along what is called a continuum of elaboration likelihood. When motivation and ability to comprehensively think about the message is present - issues, stimuli and information is scrutinized down to the quality of arguments. This follows the central route to persuasion. If motivation or/and ability is lacking, elements and factors other than thoughts and ideas with regards to central elements of the message or ...

Solution Summary

The central route and peripheral processing is examined.