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Central route to persuasion PDF Print E-mail
Wednesday, 04 March 2009 01:00
Central route to persuasion refers to one of two types of cognitive processes by which persuasion occurs. In the central route, consumers focus on the product messages in the ad, interpret them, form beliefs about product attributes and consequences, and integrate these meanings to form brand attitudes and intentions.
Other definition:
Central route to persuasion refers to the case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments; this occurs when people have both the ability and the motivation to listen carefully to a communication
 
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