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.
Read more about this topic: Elaboration Likelihood Model
Famous quotes containing the words central and/or route:
“Friends serve central functions for children that parents do not, and they play a critical role in shaping children’s social skills and their sense of identity. . . . The difference between a child with close friendships and a child who wants to make friends but is unable to can be the difference between a child who is happy and a child who is distressed in one large area of life.”
—Zick Rubin (20th century)
“By a route obscure and lonely,
Haunted by ill angels only,
Where an eidolon, named Night,
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I have reached these lands but newly
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From a wild weird clime that lieth, sublime,
Out of space—out of time.”
—Edgar Allan Poe (1809–1849)