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-scrutinize the ideas
-figure out the true merit
-carefully consider their implications
What other examples can you give of central route processing when you looked at other colleges?
What examples can you give of peripheral route processing when looking at other colleges?
Objective Thinking:
-Bottom-Up Thinking
-Facts considered without any bias
-Searching for truth regardless of where it leads
Biased Thinking:
-Top-Down Thinking
-Predetermined conclusions impact how the supporting data is seen
-Biased elaboration solidifies prior ideas.
A mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue.
1. Reciprocation- "You owe me."
2. Consistency- "We've always done it that way."
3. Social proof- "Everybody's doing it."
4. Liking- "Love me, love my ideas."
5. Authority- "Just because I say so."
6. Scarcity- "Quick before they're all gone."
In the last 20 years, the ELM has:
Central vs. Peripheral Routes