occurs when individuals do not have the motivation or ability to process the communication, but they connect with or are attracted to a peripheral cue in the communication such as a source, word, or attractive image.
The two routes in the ELM are the central processing route and the peripheral processing
Consequently, our results reveal that microfilm popularity plays a crucial role and works through both central and peripheral processing
Furthermore, recent research has demonstrated that the central and peripheral processing
routes are not mutually exclusive (e.g., Coulter & Punj, 2004; Kitchen, Kerr, Schultz, McColl & Pals, 2014; SanJose-Cabezudo, Gutierrez-Arranz & Gutierrez-Cillan, 2009).
[28-32] Thus, the involvements of NMDA receptors are expected in the peripheral processing
(38) Furthermore, BNO improves peripheral visual processing by discouraging eso posture and enhancing peripheral processing
since targets that are on the right side can only be fixated by the right eye, and vice versa.
"But side-impact crashes increase markedly over age 70, and findings from our head-movement studies suggest a reason: older drivers fail to compensate for the loss of peripheral processing
. They don't use enough side-to-side glances at intersections so they're having accidents.
To the extent that this is the case, low-literacy consumers will likely rely on a decision-making process (i.e., peripheral processing
) that differs from that of high-literacy consumers.
Petty and Cacioppo describe a variety of factors that can influence people's use of central processing, in which they analyze the message itself, or their use of peripheral processing
, in which they depend on cues such as the reputation of a newspaper or a Web site where the information appears.
For example, celebrity endorsements could promote a shallower peripheral processing
of a PSA, with a more temporary attitude and behavior change, simply because the messages of well-liked and credible celebrities may go unchallenged without ever motivating viewers to think deeply about the message content.
Such an audience is more likely to rely on peripheral processing
, a low-involvement activity characterized by shallow, perfunctory consideration of the message at a sensory level--presumably at the expense of the more relevant or central aspects of the message.