What theory of persuasion proposes that persuasive messages can influence attitudes by two different routes central or peripheral?

Theory proposing that people value thinking and acting freely. Therefore, situations that threaten their freedom arouse discomfort and prompt efforts to restore freedom.

One of the most interesting implications of reactance theory is that even if a particular behavior doesn't much appeal to a person, if she perceives it as something she has the right to do, when her ability to engage in the behavior is threatened, her interest in engaging in that behavior increases.

In one of the first demonstrations of reactance, Brehm and colleagues (1966) invited students to participate in a study on marketing musical recordings. The students rated a few sample recordings and were told that they would receive one of the records as a gift. (Yes, if the study were done today it would likely be an iTunes download.) In one condition, participants were told that they would get to choose whichever record they wanted. In another condition, participants were also given the opportunity to choose, but the options were rigged so that the participants were told that their third-rated record inadvertently had been excluded from the shipment and was unavailable. Thus, in this condition, a restriction was placed on the participants' freedom to choose what they wanted. All subjects were then asked again to indicate their ratings of the different musical samples, and it was these changed attitudes that revealed reactance. Among subjects who were given a choice but denied the freedom to choose their third most highly rated selection, 67 percent increased their ratings of this selection, compared with 42 percent of participants' increasing their rating of this record when they had no restriction on their freedom.

Looking at reactance from the cultural perspective, we find that culture plays a big role in determining the importance people place on freedom, whose freedoms are most important, and thus how strong their reactance is. We saw that individual agency and a sense of personal freedom are more important to people in Western, individualistic cultures. A sense of group harmony is more important to those from collectivistic cultures, and as a result, reactance might play out differently for people from such cultures.

One way to undermine reactance is through the characteristics of the person doing the persuading. In one study, researchers manipulated whether the person doing the persuading was similar to the participant by giving the persuader the same first name and birthday as half of the participants (Silvia, 2005). The other participants were faced with a persuader who did not have the same name and birthday. When the persuader was highly similar to the participants, they agreed strongly with the message that was delivered, regardless of a strong or a weak threat to their decision freedom. This occurred because the similar persuader was liked more (and therefore was viewed as less of a threat). This increased the force toward persuasion and decreased the force toward reactance.

Which theory of persuasion argues that there is a central and a peripheral route to persuasion?

What type of model proposes that persuasion occurs through two routes?

What are the 2 routes to persuasion in changing attitudes?

What is the peripheral route persuasion?