Elaboration Likelihood Model - Central Route

Central Route

Central route processes require the audience to use a great deal more thought, and therefore are likely to predominate under conditions that promote high elaboration. Central route processes involve careful scrutiny of a persuasive communication (e.g., a speech, an advertisement, etc.) to determine the merits of the arguments. Under these conditions, a person's unique cognitive responses to the message determine the persuasive outcome. If a person evaluates a message centrally as reliable, well-constructed, and convincing, it will often be received as favorable even if it is contrasting to the receiver’s original stance on the message. So, if favorable thoughts are a result of the elaboration process, the message will most likely be accepted (i.e., an attitude congruent with the message's position will emerge), and if unfavorable thoughts are generated while considering the merits of presented arguments, the message will most likely be rejected. In order for the message to be centrally processed, a person must have the ability and motivation to do so. In order for the receiver to have motivation to centrally process a message it must have relevance to him or her.