central route

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In the Elaboration Likelihood Model (Petty and Cacioppo), a strategy of attitude change based on argument (in which the focus is on explicit message content). This kind of approach requires considerable cognitive effort or elaboration on the part of the receiver. However, if the message is convincing and elaboration occurs, long-term attitude change is more likely than with the alternative strategy of the peripheral route.

Subjects: Media Studies.

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