Question

What are the types of change associated with the central route/elaborated route?

1) Attitude change occurs through careful evaluation of the arguments presented
2) Persuasion is influenced by peripheral cues such as source attractiveness
3) Heuristic processing is involved in decision making
4) Recipients engage in systematic processing of the message

Answer 1

The central route to persuasion, outlined in the Elaboration Likelihood Model by Petty & Cacioppo, involves attitude change through careful evaluation and systematic processing of arguments, appealing to an analytical and motivated audience.

Step-by-step explanation:

Types of Change Associated with the Central Route of Persuasion

The central route of persuasion is one of the two paths described in the Elaboration Likelihood Model (ELM) developed by Petty & Cacioppo. There are specific types of change associated with the central route of persuasion:

1. Attitude change occurs through careful and logical evaluation of the arguments presented.
2. Recipients engage in systematic processing of the message, which requires a high level of involvement and cognitive effort.

In contrast to the central route, the peripheral route employs heuristic processing, where persuasion is influenced by superficial cues such as attractiveness of the source, rather than the strength of the argument.

Using the Central Route in Advertising

Products such as computers or cars are often advertised using the central route because consumer decisions for these products tend to be based on detailed information and features, appealing to an audience that is analytical and motivated. In the case of Bliss Soda, an advertisement focusing on the central route would highlight facts about the product, such as high-quality ingredients or health benefits.

For advertising to be effective through the central route, the audience must be a. analytical; motivated, as they are willing to engage with the content of the persuasive message.