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Central and Peripheral Route | Saylor Academy | YouTubeToText
YouTube Transcript: Central and Peripheral Route
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Summary
Core Theme
The Elaboration Likelihood Model (ELM) explains how people process persuasive messages through either a central, analytical route or a peripheral, shortcut route, depending on their motivation and ability to process information.
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a very different theory that makes use
of the cognitive shortcut ID is the
elaboration likelihood model or Elm in
short it was proposed in 1979 that
information can be processed through a
central and a peripheral
path when recipients process via the
central route they think about the
message extensively the message passes
through the different processing
stages the peripheral route however is a
shortcut it's activated by so-called
peripheral cues like humor credibility
of the source fear or
desire the theory tells us that
persuasive attempts should take into
consideration the predispositions of the
audience specifically a the motivation
to understand the message and B the
ability to understand the
message an
example let's say Tom wants to buy a car
he wants to best one out there within
his price range so he is a motivated to
compare information on cars and also
let's assume Tom is be able to
understand the information that
different brochures and websites give
him because Tom is both motivated and
able the central route of persuasion
will probably yield the best persuasive result
result
having sexy models on the hood of his
car will less likely persuade
him his friend Charles however is also
looking for a
car he is perhaps also able to compare
cars but actually not so motivated to go
through all of these websites and
brochures like Tom
is therefore the peripheral cue of the
sexy model will perhaps work on
him these are just some examples of many
theories on cognitive shortcuts
it's important for every student
communication to understand to some
degree how and why cognitive shortcuts
work everyone has them because even
though cognitive shortcuts do not always
lead to the best logical outcome they
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