Central

Definition

The central route refers to the process of persuasion where individuals carefully evaluate the arguments and information presented in a persuasive message. They engage in systematic thinking and critically analyze the content to form or change their attitudes.

Related terms

Elaboration Likelihood Model: This model explains how persuasions can occur through either the central route (careful evaluation) or peripheral route (non-deliberate cues).

Systematic Processing: It refers to cognitive processing that involves careful evaluation of information using analytical thinking.

Attitude Change: The alteration of a person's attitude towards something, whether it's positive or negative, as a result of persuasive messages or other factors.