What Do Studies Show 

• The Central Route is Used

  • On Issues of HIGH PERSONAL RELEVANCE

• Motivation for focused thought is higher when people feel solely responsible to evaluate the message

• The Peripheral Route is Used

  • On Issues of Low Personal Relevance (source credibility plays a large role)

• Ability to evaluate the message increases when the arguments are simple and repeated

Previous slide

Next slide

Back to first slide

View graphic version