Model of Persuasion

Definition

The model of persuasion refers to the theoretical framework that explains how persuasive messages can influence attitudes through two different routes - central and peripheral. It provides a structure for understanding the cognitive processes involved in attitude change.

Related terms

Elaboration Likelihood Model: This model expands on the idea of central and peripheral routes and suggests that persuasiveness depends on an individual's motivation and ability to process information.

Source Credibility: Refers to how believable or trustworthy a source is perceived to be when delivering a persuasive message.

Cognitive Dissonance Theory: Explains how individuals experience discomfort when their attitudes or beliefs are inconsistent with their actions, leading them to change their attitudes.