PS270 Chapter Notes - Chapter 5: Music Therapy
Document Summary
The central route is a persuasion path theorized by r. petty, j. cacioppo, a. eagly and s. chaiken. When people are motivated and able to think systematically about an issue, they are likely to take the central route to persuasion focusing on arguments. If those arguments are strong and compelling, persuasion is likely. If the message only contains weak arguments, thoughtful people will notice that the arguments aren"t very compelling and will counter argue (p. 160). Through the central route, people are presented with facts and arguments that require cognitive processing and elaboration on an issue. Thinking about and focusing on these arguments require people to understand and process them better, and are more likely to persuade than persuasion taking the peripheral route. The central route does not focus on superfical details but rather requires people to reflect on the message"s content. What is important is not how the deliverer of the message looks, but what they are saying.
