West Virginia Business College A Tale of Two Routes Video Questions ** notes that will be needed**
Central Route Thinking:
-involves processing messages carefully and effortully.
-produces more thoughts about the message and thoughts that are relevant to the message.
-Applies critical thinking skill of self-regulation.
-focuses one message argument.
Peripheral Route Thinking:
-assumes that human are cognitive Misers (Fiske & Taylore, 1984)
-Involves processing messages superficially and lazily.
-Fewer thoughts about the message and thoughts are irrelevant.
Cues: anything besides the message argument. (e.g attractiveness, appearance, liking, authority, habit..etc.)
-Tend to use when situations are familiar and/or immediate action is required.
-Quick, feels intuitive.
-Decisions are rationalized after the fact.