1. QUESTION #1
The central route and the peripheral route refer to two actual physiological pathways found in the human brain.
TRUE = A
FALSE = B B

2. QUESTION #2
If your audience has the motivation and ability to elaborate the message, come armed with a strong case.
TRUE = A
FALSE = B A

3. QUESTION #3
A weak message generates:
A. Unfavorable thoughts when scrutinized;
B. Unfavorable responses;
C. Will produce a reason to oppose the proposed point of view;
D.Will produce a boomerang effect that will persist over time;
E. All of the above; E

4. QUESTION #4
Research shows that the central route is best used on issues of low personal relevance.
TRUE = A
FALSE = B B

5. PERIPHERAL CUES YES NO NO YES NO WEAK ATTITUDE CHANGE YES
Central Route
Peripheral Route
PERSUASIVE
COMMUNICATION
PERIPHERAL
CUES
YES NO
MOTIVATED PROCESS NO
YES NO
ABLE TO PROCESS
WEAK ATTITUDE
CHANGE
YES
Type of Cognitive Processing
Argument quality and objective elaboration
Biased Elaboration
Strong Case
NEUTRAL
Case
Weak Case
STRONG ATTITUDE
CHANGE
Predicts behavior
Facts speak for themselves
NEGATIVE ATTITUDE
CHANGE
Predicts behavior
No Change of Attitude
Predetermined conclusion

6. CORE CONCEPTS OF ELABORATION LIKELIHOOD MODEL
Message Elaboration
Peripheral Route
Motivation for Elaboration

7. MOTIVATION FOR ELABORATION
“. . . we have a large-mesh mental filter that allows items we regard as less important to flow through without being processed. But statements about things that are personally relevant are trapped and tested. In the terminology of social judgment theory, we’re motivated to elaborate only ideas with which we are highly ego-involved.” (pp )
“Without the motivation of personal relevance, there will be no elaboration.” (p. 219)

8. ELABORATION
“Elaboration is ‘the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.’1 People using the central route scrutinize the ideas, try to figure out if they have true merit, and mull over their implications. It’s an attempt to process the new information rationally.” (p. 217)

9. “The peripheral route offers a shorthand way to accept or reject a message ‘without any active thinking about the attributes of the issue or the object of consideration.’2 Instead of doing extensive cognitive work, recipients rely on a variety of cues that allow them to make quick decisions.” (p. 217)
E.g., “Everybody’s doing it.”
“Just because I say so.”

10. ABILITY & TYPE OF THINKING ABOUT THE MESSAGE
Given the motivation to think about the message
Is the person able to think?
Do they have the opportunity to concentrate?
distraction reduces the opportunity (e.g., noise)
other things to think about reduce the opportunity (e.g., other pressing issues)

11. Strong, Weak, & Neutral Elaborated Arguments
A strong message generates favorable thoughts when scrutinized
Favorable responses
will produce change that persists over time
will resist counterpersuasion
will predict future behavior

12. Weak Elaborated Arguments
A weak message generates unfavorable thoughts when scrutinized
Unfavorable responses
will produce a reason to oppose the proposed point of view
will produce a boomerang effect that will persist over time
will defy other efforts to change it

13. Neutral Elaborated Arguments
A neutral message generates an ambivalent reaction when scrutinized
Neutral responses
will produce feeling neither pro nor con toward the proposed point of view
will produce no change in attitude
will result in a switch to the peripheral route
will result in influence from nonmessage cues

14. Based on Non-Substantive Content
Peripheral Cues
Based on Non-Substantive Content

15. What Do Studies Show The Central Route is Used
On Issues of HIGH PERSONAL RELEVANCE
Motivation for focused thought is higher when people feel solely responsible to evaluate the message
The Peripheral Route is Used
On Issues of Low Personal Relevance (source credibility plays a large role)
Ability to evaluate the message increases when the arguments are simple and repeated

16. PRACTICAL ADVICE
If your audience has the motivation and ability to elaborate the message, come armed with a strong case.
If you fail to have a strong case, thinking people will shift to a antagonistic position
If your audience is unwilling or unable to think through the details of your argument, then emphasize the package rather than the contents.