Skip to main content

Consequences of the Route to Persuasion

  • Chapter

Part of the Springer Series in Social Psychology book series (SSSOC)

Abstract

In the preceding chapters of this monograph we have outlined how the Elaboration Likelihood Model accounts for the initial attitude changes induced by persuasive messages, and we have reviewed the evidence for the ELM. We have seen that there are two qualitatively different routes to persuasion, which are moderated by a continuum of elaboration likelihood. When the elaboration likelihood is high, people follow the central route to persuasion as they attempt to scrutinize the issue-relevant information presented. This processing may proceeed in either a relatively objective or a relatively biased manner. When the elaboration likelihood is low, people follow the peripheral route to persuasion. Under this second route, attitudes are influenced by relatively simple cues in the persuasion context that either become directly associated with the advocacy or allow an inference as to the likely correctness or desirability of a particular attitude position without necessitating a personal evaluation of the issue-relevant arguments presented. The last postulate of the ELM proposes that there are at least three important consequences of the route to persuasion: attitudes formed or changed via the central route will show greater temporal persistence, resistance to counterpropaganda, and prediction of behavior than attitudes formed or changed via the peripheral route. In Chapter 1 we provided the justification for this postulate. In this chapter we review the evidence for this proposition.

Keywords

  • Cognitive Response
  • Persuasive Message
  • Central Route
  • Peripheral Route
  • Argument Processing

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, access via your institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-1-4612-4964-1_7
  • Chapter length: 23 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   119.00
Price excludes VAT (USA)
  • ISBN: 978-1-4612-4964-1
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   159.99
Price excludes VAT (USA)

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Author information

Authors and Affiliations

Authors

Rights and permissions

Reprints and Permissions

Copyright information

© 1986 Springer-Verlag New York Inc.

About this chapter

Cite this chapter

Petty, R.E., Cacioppo, J.T. (1986). Consequences of the Route to Persuasion. In: Communication and Persuasion. Springer Series in Social Psychology. Springer, New York, NY. https://doi.org/10.1007/978-1-4612-4964-1_7

Download citation

  • DOI: https://doi.org/10.1007/978-1-4612-4964-1_7

  • Publisher Name: Springer, New York, NY

  • Print ISBN: 978-1-4612-9378-1

  • Online ISBN: 978-1-4612-4964-1

  • eBook Packages: Springer Book Archive