0:12 a very different theory that makes use
0:14 of the cognitive shortcut ID is the
0:18 elaboration likelihood model or Elm in
0:21 short it was proposed in 1979 that
0:23 information can be processed through a
0:25 central and a peripheral
0:28 path when recipients process via the
0:30 central route they think about the
0:32 message extensively the message passes
0:34 through the different processing
0:37 stages the peripheral route however is a
0:40 shortcut it's activated by so-called
0:43 peripheral cues like humor credibility
0:45 of the source fear or
0:48 desire the theory tells us that
0:49 persuasive attempts should take into
0:52 consideration the predispositions of the
0:56 audience specifically a the motivation
0:59 to understand the message and B the
1:01 ability to understand the
1:03 message an
1:07 example let's say Tom wants to buy a car
1:08 he wants to best one out there within
1:12 his price range so he is a motivated to
1:15 compare information on cars and also
1:18 let's assume Tom is be able to
1:19 understand the information that
1:22 different brochures and websites give
1:25 him because Tom is both motivated and
1:27 able the central route of persuasion
1:29 will probably yield the best persuasive result
1:31 result
1:33 having sexy models on the hood of his
1:36 car will less likely persuade
1:39 him his friend Charles however is also
1:40 looking for a
1:43 car he is perhaps also able to compare
1:46 cars but actually not so motivated to go
1:47 through all of these websites and
1:49 brochures like Tom
1:51 is therefore the peripheral cue of the
1:55 sexy model will perhaps work on
1:58 him these are just some examples of many
2:00 theories on cognitive shortcuts
2:01 it's important for every student
2:04 communication to understand to some
2:07 degree how and why cognitive shortcuts
2:10 work everyone has them because even
2:12 though cognitive shortcuts do not always
2:15 lead to the best logical outcome they
