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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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Definition
| Desire for cognitive clarity; an enjoyment of thinking through ideas even when they aren't personally relevant |
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Definition
| Top-down thinking in which predetermined conclusions color the supporting data |
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Definition
| Bottom-up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead |
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Definition
| Claims that generate favorable thoughts when examined |
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Definition
| Audience perception of the message source's expertise, character, and dynamism; typically a peripheral cue |
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