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| Topic: |
Psychology
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| Number of pages / Number of words: |
9 / 2319 |
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Before the factors of elaboration are defined it is essential to understand what elaboration is and the role that it plays within the theory.
Perloff states that the concept of elaboration "refers to the extent to which a person thinks about the issue-relevant arguments contained in a message" (Perloff, 1993, p...
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118). If elaboration were calculated on a scale, one side would represent profound deliberation, while the other would represent an almost complete lack of thought and careful insight. These opposite sides of the scale represent what Petty and Cacioppo call the "two distinct routes to attitude change;" the central route and the peripheral route (Perloff, 1993, p...
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