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Unformatted text preview: 3) Past behaviors and experience B. Theory of Reasoned Action III. Elaboration Likelihood Model (ELM) Persuasion may occur through one of two routes: Central-route processing: uses logical, information-based messages-Requires audience motivation and ability-Results in long-term attitude change Peripheral-route processing: uses sensory or symbolic cues (music, celebrity, images) -Results in short-term attitude change Felicia Song, Fall 2008 Not to be Used Without Permission...
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This note was uploaded on 10/21/2008 for the course MC 2525 taught by Professor Song during the Fall '07 term at LSU.
- Fall '07