Persuasion

Central Route Persuasion: The Role of Argument Quality in Persuasion

Central route persuasion is a fundamental concept in the Elaboration Likelihood Model (ELM) of persuasion. This route involves individuals processing persuasive information deeply, focusing on the quality of arguments rather than superficial cues. When people are motivated and able to evaluate the content thoughtfully, the strength of the arguments plays a crucial role in influencing

July 28, 2024

Persuasion

Peripheral Route Persuasion: The Influence of Peripheral Cues

Peripheral route persuasion is a concept from the Elaboration Likelihood Model (ELM) of persuasion, which explains how people are influenced by less substantial, more superficial cues rather than the quality of the arguments presented. This route comes into play when the audience is either unwilling or unable to process information deeply. Factors such as the attractiveness of the presenter,

September 19, 2024