ABSTRACT
This conclusion presents some closing thoughts on the concepts discussed in the preceding chapters of this book. The book outlines a general framework for thinking about attitude change processes that incorporates many of the major concepts. It focuses on the components and implications of the elaboration-likelihood model. An elaboration-likelihood model was presented that mapped the two routes, with the central route emphasizing a thoughtful consideration of issue-relevant argumentation and the peripheral route emphasizing the importance of issue-irrelevant cues. The elaboration-likelihood model indicates that it is quite difficult to produce an enduring attitude change by exposing people to a persuasive communication. The difference between the two routes has to do with the extent to which the attitude change that results from a message is due to active thinking about either the issue or the object-relevant information provided by the message. An anticipatory attitude change is one that occurs when a person expects, but has not yet received, a persuasive message.
