ABSTRACT
The focus of the cognitive response approach is the direction and intensity with regard to the processing of persuasive information. The topic is the subject of the cognitive response theory, whereby the possibilities of information processing are presented in the form of a model, known as the elaboration likelihood model (ELM). It is a differentiation into two different forms of information processing: A central route to persuasion, and a peripheral route to persuasion. The ability to actively process information is determined by personality factors and circumstantial factors, especially those in the media environment. If positive cognitive responses dominate, and then a lasting effect in favor of the communication is possible; if negative cognitive responses dominate, then a boomerang effect is to be expected. The boomerang effect that can occur within the central route of influence is not very likely within the peripheral route due to the superficial nature of information processing.
