Central Route and Peripheral Processing

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.