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The second route is known as the peripheral route and this takes place when a person is not thinking carefully about a situation and uses shortcuts to make judgments. This route occurs when an individual's motivation or ability are low. [6] Steven Sloman produced another interpretation on dual processing in 1996.
The ELM discusses the two routes as "central" route processing and "peripheral" route processing. ELM's central processing has been likened to systematic processing in HSM, while peripheral processing is similar to HSM's heuristic processing. These two routes of processing define related theories behind attitude change.
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
The lexical route is the process whereby skilled readers can recognize known words by sight alone, through a "dictionary" lookup procedure. [1] [4] According to this model, every word a reader has learned is represented in a mental database of words and their pronunciations that resembles a dictionary, or internal lexicon.
In cognitive psychology, information processing is an approach to the goal of understanding human thinking that treats cognition as essentially computational in nature, with the mind being the software and the brain being the hardware. [1]
An example of how persuasion plays a role in heuristic processing can be explained through the heuristic-systematic model. [108] This explains how there are often two ways we are able to process information from persuasive messages, one being heuristically and the other systematically.
There are three levels of processing in this model. Structural processing, or visual, is when we remember only the physical quality of the word (e.g. how the word is spelled and how letters look). Phonemic processing includes remembering the word by the way it sounds (e.g. the word tall rhymes with fall).
Common coding theory is a cognitive psychology theory describing how perceptual representations (e.g. of things we can see and hear) and motor representations (e.g. of hand actions) are linked. The theory claims that there is a shared representation (a common code) for both perception and action.