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You are being PERSUADED…but how?
We are bombarded with persuasive messages everyday. Your friend can ask you to go with them to the gym, you can view an ad between Youtube videos trying to get you to buy a new eye shadow or protein powder, or your significant other can ask you to get a puppy. How does attitude change occur? How susceptible to persuasion are you? Let’s find out, there is a theory that can help you understand this, but it can also help you understand how to persuade others!
Elaboration Likelihood Model
The ELM is a theory that was developed by Richard E. Petty and John Cacciopo which describe two paths of attitude change using persuasion. The first path is called the central route. If a person you are trying to persuade receives the information through this route, they will actively process the information and cross reference the information with facts and logic. This may make it a little bit harder to convince the person, but it would create a more lasting change. The second path is called the peripheral route. This route can convince someone fast and with less resistance, if the person doing the persuading has credibility. An example of this is when a doctor tells you to start jogging to…
