Question

People listening to a message on a topic that they consider very important to them will invest the time and energy necessary to carefully evaluate the evidence and logic behind each message. This is called the ________ route to persuasion.

Answer 1

The central route to persuasion, part of the Elaboration Likelihood Model, involves carefully evaluating evidence and logic behind messages and requires the audience to be analytical and motivated.

Step-by-step explanation:

People listening to a message on a topic that they consider very important to them will carefully evaluate the evidence and logic behind each message, a process known as the central route to persuasion. The Elaboration Likelihood Model, developed by Petty & Cacioppo in 1986, explains that the central route is logic driven.

It is utilizing data and facts to convince people of an argument's worthiness. To illustrate, a car company might emphasize a vehicle's safety features and fuel economy to persuade consumers to purchase it. This method relies on the quality of the information and requires the audience to be analytical and motivated to process the information thoroughly.

In contrast, peripheral route to persuasion employs indirect methods like positive associations, celebrity endorsements, or emotional appeal, without requiring the audience to actively process the information. This route often leads to less lasting attitude or behavior change.