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In their theory, there are two different routes to persuasion in making decisions. The first route is known as the central route and this takes place when a person is thinking carefully about a situation, elaborating on the information they are given, and creating an argument. This route occurs when an individual's motivation and ability are high.
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.
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.
Process science is the method of describing change from an inquiry-oriented process perspective. [1] [2] [3] Process science includes algorithms, heuristics, and sequences found in psychology, linguistics, anthropology, politics, and economics. [4] In sociology, processes are temporal. [5] In computer science, a process is the collective input ...
Process tracing methods in psychology are defined as observations which are made before the participant has come to a decision. These observations are used to present us with information regarding the psychological processes occurring within a participant, while they are weighing their choices. [ 1 ]
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).