ELM Word Scramble
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| Term | Definition |
| 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
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