After sitting in a lecture, determining that a professor is...

Name: Problem 8, Chapter :
Uploaded: 2020-08-08T19:00:40-08:00
Duration: 2 min 15 s
Channel: Dennis Howard
Description: After sitting in a lecture, determining that a professor is a bad teacher based on his unprofessional attire and monotone speech is an example of which type of processing? a. Knowledge route processing b. Adaptive route processing c. Central route processing d. Peripheral route processing

After sitting in a lecture, determining that a professor is a bad teacher based on his unprofessional attire and monotone speech is an example of which type of processing? a. Knowledge route processing b. Adaptive route processing c. Central route processing d. Peripheral route processing

After sitting in a lecture, determining that a professor is a bad
teacher based on his unprofessional attire and monotone speech is an example of which type of processing?
a. Knowledge route processing
b. Adaptive route processing
c. Central route processing
d. Peripheral route processing

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Key Concepts

Dual Process Theory

Dual process theory explains that there are two primary routes through which people process information: one that involves thoughtful, deliberate analysis (central processing) and another that relies on superficial cues or heuristics (peripheral processing). This theory is foundational in understanding how attitudes are formed and changed.

Central Route Processing

Central route processing involves careful, critical evaluation of the arguments or information presented. It requires effort, attention, and cognitive engagement, and it often leads to lasting attitude change when the individual is motivated and capable of processing the message deeply.

Peripheral Route Processing

Peripheral route processing refers to the method of persuasion where individuals rely on superficial cues, such as the communicator's appearance, style, or other non-content related factors, rather than the strength of the arguments. This route is typically engaged when the individual lacks motivation or the cognitive capacity to engage in detailed evaluation.

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