Psychology / Unit 11 Psych 1206 short lesson, about 20 seconds
The Central Route to Persuasion
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The idea
The central route to persuasion works through the quality of the argument and requires the audience to attend carefully.
In practice
A buyer researching a major purchase is moved by specifications and evidence.
Where people slip
Central-route change is slower to achieve and more durable once achieved.
Your place on the trail
Every lesson rests on earlier ones and opens later ones. Tap any to jump.
Builds on
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