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What is the difference between the central and peripheral routes of persuasion in ELM?
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Jan 14
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DeloresKuhn6
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What is the difference between the central and peripheral routes of persuasion in ELM?
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Jan 14
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JamisonKwan8
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The central route involves high levels of cognitive processing and scrutiny, whereas the peripheral route involves the use of cues such as the credibility of the source or the emotional appeal of the message.
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