The Elaboration Likelihood Model is a theory that states that the amount and nature of thinking that a person does about a persuasive message is a very important determinant of the kind of persuasion that occurs.
The Peripheral Route to Persuasion does not require full cognitive processing and relies on a simple, low-effort decision strategy such as source attractiveness or message length
The Central Route to Persuasion involves carefully thinking about and thoroughly examining information relevant to a topic
For more information on the Elaboration Likelihood Model please refer to:
http://en.wikipedia.org/wiki/Elaboration_likelihood_model
The Peripheral Route to Persuasion does not require full cognitive processing and relies on a simple, low-effort decision strategy such as source attractiveness or message length
The Central Route to Persuasion involves carefully thinking about and thoroughly examining information relevant to a topic
For more information on the Elaboration Likelihood Model please refer to:
http://en.wikipedia.org/wiki/Elaboration_likelihood_model
1 comment:
This is very comprehensive; I had no idea that the cognitive process behind viewing an advertisement was so complex.
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