This model suggests two "routes" to persuasion:
Favorable or unfavorable encounters with an object shape immediate opinions. Attitudes and Attitude Change
Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change. This model suggests two "routes" to persuasion: Favorable
Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts the message (strength and logic)
Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude