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Central Route
A method of persuasion that involves deeply processing the content of a message, focusing on the argument's quality and strength.
Peripheral Route
A method of persuasion that relies on superficial cues or emotional appeal rather than logical argumentation, as outlined in the Elaboration Likelihood Model.
Heuristics
Mental shortcuts, or rules of thumb, that are used for making judgments and decisions.
Sleeper Effect
A delayed increase in the effect of a message that follows a period of discounting or ignoring the message.
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