3. The central route involves
message elaboration, defined as
the extent to which a person
carefully thinks about issue-
relevant arguments contained in
a persuasive communication.

4. The peripheral route processes the message
without any active thinking about the
attributes of the issue or the object of
consideration.

5.  This is because you have to do research and sift
through the information that you find before
being able to make a decision.

6.  If you process something through the central
route you are more likely to stick by that
opinion or decision.

7.  Advertising relies on people processing
information peripherally. They give out just
enough good information and say the "right"
things so that you will think, "I do want a
hamburger."

8.  It takes a higher skill set to think through
something "logically" (or taking the central
route)

9.  People use ELM everyday without even
knowing it. But every time we make a decision
or form an opinion we are elaborating our
thoughts on whatever idea, concept, or product
we are thinking about. When we research and
take time to figure things out we are thinking
centrally. When we hear something that we
think sounds good and just go with it, we are
thinking peripherally. This can also be used in
the negative sense as well.

10.  Political figures rely on the fact that their
commercials will catch the attention of the
audience. They don’t want voters to look into
the campaign, they just want them to hear and
see something they like and then vote.

11.  We use this when thinking about the people we
date. It is used to decide “Am I dating this
person because I like them or because they are
good for me.

12.  The things we see heavily influence our
decision. If something is attractive then we are
more likely to go with it.
