ARC: Research: Theories: ELM
The model suggests that there are two ways that persuasion occurs. In the central route, attitude changes stems from purposeful evaluation, otherwise called "elaboration." In the peripheral route, there is little elaboration and attitude change does not come from inference but rather through association.
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PowerPoint Slides for This Theory - AMA Members Only.
Petty, Richard E. and John T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
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