Understanding Psychology (10th Ed)

peripheral route processing 
Message 
interpretation characterized by 
consideration of the source and related 
general information rather than of the 
message itself.
FIGURE 1 
Routes to persuasion. Targets who are highly involved, motivated, and attentive use 
central route processing when they consider a persuasive message, which leads to a more 
lasting attitude change. In contrast, uninvolved, unmotivated, and inattentive targets are more 
likely to use peripheral route processing, and attitude change is likely to be less enduring. Can 
you think of specifi c advertisements that try to produce central route processing?
Message Target 
Peripheral route 
processing 
Central route 
processing 
Weaker, less 
persistent 
attitude change 
Stronger, lasting 
attitude change 
• Highly involved 
• Motivated 
• Attentive 
• Uninvolved 
• Unmotivated 
• Inattentive 
Study Alert
C
entral route processing in-
volves the 
c
ontent of the 
message; 
p
eripheral route 
processing involves how 
the message is 
p
rovided.
FIGURE 2 
This simple questionnaire will give you a general idea of the level of your need for 
cognition. 
(Source: Cacioppo, Berntson, & Crites, 1996.)
The Need for Cognition
Which of the following statements apply to you?
1. I really enjoy a task that involves coming up with new solutions to problems.
2. I would prefer a task that is intellectual, diffi
cult, and important to one that is some-
what important but does not require much thought.
3. Learning new ways to think doesn’t excite me very much.
4. The idea of relying on thought to make my way to the top does not appeal to me.
5. I think only as hard as I have to.
6. I like tasks that require little thought once I’ve learned them.
7. I prefer to think about small, daily projects rather than long-term ones.
8. I would rather do something that requires little thought than something that is sure 
to challenge my thinking abilities.
9. I fi nd little satisfaction in deliberating hard and for long hours.
10. I don’t like to be responsible for a situation that requires a lot of thinking.
Scoring:
The more you agree with statements 1 and 2, and disagree with the rest, the greater the 
likelihood that you have a high need for cognition.
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