Question

The elaboration likelihood model of attitude change suggests that: A. the peripheral route results in more enduring attitude change. B. the central route results in more enduring attitude change. C. only the central route to persuasion can be effective. D. only the peripheral route to persuasion can be effective.

Short answer

Answer: The central route results in more enduring attitude change.

Step-by-step solution

Understanding the central route

The central route to persuasion involves a high level of cognitive processing and evaluation of the message. When a person uses the central route, they carefully analyze the arguments and consider the evidence before forming an opinion or changing an attitude. Attitude change happens when the person finds the arguments convincing and logically sound.

Understanding the peripheral route

The peripheral route to persuasion, on the other hand, involves a lower level of cognitive processing and is more reliant on superficial cues, such as the attractiveness of a speaker or the emotional appeal of the message. Attitude change in the peripheral route happens when a person is influenced by these cues without fully analyzing the content of the message.

Comparing the central and peripheral routes

When comparing the two routes, the central route usually results in more enduring and stable attitude changes because it is based on logical reasoning and thorough evaluation of the message. In contrast, attitude changes resulting from the peripheral route are often less stable and less enduring, as they are based on superficial cues and less cognitive engagement.

Identifying the correct statement

Based on our understanding of the elaboration likelihood model and the differences between the central and peripheral routes, we can now identify the correct statement among the given options. Option B states that "the central route results in more enduring attitude change," which aligns with our analysis. Therefore, the correct answer is B. The central route results in more enduring attitude change.

Key concepts

Central Route to Persuasion

The central route to persuasion is a process that involves careful thinking and consideration of the information presented. This method of persuasion requires the individual to actively engage with the content, scrutinizing every argument and piece of evidence.
When someone is persuaded through the central route, they are not merely absorbing the message, but are actually analyzing and evaluating its validity.

• High Cognitive Processing: This route involves a high level of cognitive processing. The person must be willing to put in the effort to understand the message deeply.
• Logical and Argument-Based: The central route relies on logical reasoning and evidence-based arguments. People form opinions based on solid, well-reasoned points.

When individuals accept a message through this persuasive method, the resultant attitude changes tend to be stable and long-lasting. This occurs because the individual has developed an informed opinion, backed by factual information and comprehensive analysis.

Peripheral Route to Persuasion

The peripheral route to persuasion is quite different from the central route. Instead of deep analysis, this route relies on cues that are not directly related to the message's actual content. These superficial cues can often attract attention without the need for much thought.
Persuasion through this route happens when a person is swayed by elements like the speaker's charisma or the use of emotionally appealing imagery.

• Superficial Cues: This form of persuasion depends on surface-level aspects, such as the credibility or attractiveness of the person delivering the message.
• Lower Cognitive Processing: Less effort is required to process the peripheral cues. The recipient may not fully engage with the core message underlying these cues.

As a result, the attitude changes achieved via the peripheral route are often more short-term and susceptible to change. This happens because they are not deeply rooted in logic or evidence but rather in transient and sometimes fleeting impressions.

Attitude Change

Attitude change is the ultimate goal of persuasion, involving a shift in a person's thoughts, feelings, or behaviors towards a particular object or idea.
How attitudes change and endure depends significantly on the route through which persuasion occurs.

• Endurance and Stability: Attitudes formed via the central route are usually more persistent. Because they are based on careful analysis, these changes are more resistant to counter-arguments and doubt.
• Temporary Shift: Changes resulting from the peripheral route are less stable and may fade rapidly. This is because they rely more on quick cues instead of thorough evaluation.

Understanding which route is likely to bring about a stronger or weaker attitude change helps in predicting how long-lasting the new attitude will be. Generally, more cognitively involved processing leads to robust attitude adjustments.

Cognitive Processing

Cognitive processing is integral to understanding persuasion as it affects how individuals receive and respond to information. This involves how a person perceives, thinks about, and remembers the details of the message they encounter.
The level of cognitive processing is pivotal in determining whether the central or peripheral route will be activated.

• High-Level Processing: In the central route, high-level processing means engaging critically with the message. This type of processing requires effort, time, and motivation to delve deep into the content.
• Low-Level Processing: With the peripheral route, cognitive processing plays a minimal role. Here, persuasion is more about gut reactions and first impressions rather than deep thought.
• Involvement and Motivation: The motivation to engage in high cognitive processing is crucial. Without motivation, people are less likely to scrutinize messages deeply, making the peripheral route more likely.

By understanding these cognitive processes, one can better tailor persuasive messages to suit the audience and desired outcome, knowing that deeper engagement often leads to a more lasting impact.