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What are the central and peripheral routes? What kinds of messages does each handle? |
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| 2 | |
Which route—the central or the peripheral—handles more messages? Why? |
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| 3 | |
How would ELM assist you to prepare to address a high-school audience on the dangers of drugs? |
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| 4 | |
According to Petty and Cacioppo, why do most people pay less attention to the communication than to the communicator? |
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How do Petty and Cacioppo distinguish strong arguments? What is your opinion of their distinction? |
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Petty and Cacioppo claim that most messages receive middle ground attention between the cognitive and peripheral poles, but that there is a trade-off. What is this trade-off? Explain using an example from your experience. |
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