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| Message elaboration; the path of cognitive processing that involves scrutiny of message content. |
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| A mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue. |
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| The extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication. |
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| Desire for cognitive clarity an enjoyment of thinking through ideas even when they aren’t personally relevant. |
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| Top Down Thinking in which predetermined conclusions color the supporting data. |
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| Bottom-up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead. |
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Claims that generate favorable thoughts when examined.
The “Triple crown” of interpersonal influence- “Persistence over time, resist counter persuasion and predict future behavior” |
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| Audience perception of the message source’s expertise character and dynamism typically a peripheral cue. |
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