Search results
Results from the WOW.Com Content Network
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.
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 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.
The central route pertains to an elaborate cognitive processing of information while the peripheral route relies on cues or feelings. The ELM suggests that true attitude change only happens through the central processing route that incorporates both cognitive and affective components as opposed to the more heuristics-based peripheral route.
Specificity of processing describes the increased recall value of a stimulus when presented in the method with which it was inputted. For example, auditory stimuli (spoken words and sounds) have the highest recall value when spoken, and visual stimuli have the highest recall value when a subject is presented with images. [6]
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 a reflex arc, an action potential can bypass the brain for processing and uses dedicated neural pathways for faster processing. When a stimulus (A) is encountered, the signal from that stimulus will travel up the sensory neuron (B, in green) to the spinal column (C).
For example, where our visual system may fool us in one case, our auditory system can bring us back to a ground reality. This prevents sensory misrepresentations, because through the combination of multiple sensory modalities, the model that we create is much more robust and gives a better assessment of the situation.