Overview

The model suggests that there are two ways that persuasion occurs.  In the central route, attitude changes stems from purposeful evaluation, otherwise called "elaboration."  In the peripheral route, there is little elaboration and attitude change does not come from inference but rather through association. 

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Key Citations

Petty, Richard E., John T. Cacioppo, and David W. Schumann (1983), "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, 10 (2), 135-146.

Petty, Richard E. and John T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.

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Application Areas

cb, promotion

Other Literature

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