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