Year: 2008
Type: article
Abstract: The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. The central route of persuasion entails careful evaluations of the merits of an advocated message. Thus, people who have a ‘need for cognition’ are more likely to be in the ‘central route’ and will evaluate a message based solely upon its merits. Conversely, the peripheral route of persuasion entails evaluation of an advocated message based not on its merits, but tangential information surrounding the message. For example, a person evaluating an advocated message based solely on the attractiveness of the person giving the message is more likely to be in the ‘peripheral route’ (Petty and Cacioppo 1986). A few theoretical and research articles have assessed the utility of using variables
Author: Collin Richards Payne
Institution: Cornell University
Language: English
Subfield: Law
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2034450220