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Comm Theory - Elaboration Likelihood Model

Central Route Message elaboration; the path of cognitive processing that involve scrutiny of message content.
Peripheral Route A mental shortcut process that accepts or rejects a message based on irrelevant cue as opposed to actively thinking about the issue.
Message Elaboration The extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.
Need for Cognition Desire for cognitive clarity; an enjoyment of thinking through ideas even when they aren't relevant.
Biased Elaboration Top-down thinking in which predetermined conclusions color the supporting data.
Objective Elaboration Bottom-up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead.
Strong Arguments Claims that generate favorable thoughts when examined.
Speaker Credibility Audience Perception of the message source's expertise, character, and dynamism; typically a peripheral cue.
Created by: moogoogaiboo