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.
