Describe and explain the cognitive processes underlying persuasion.

- There are two possibilities for cognitive processes involved with persuasion.
   - Systematic processing (central route to persuasion) involves effortful and systematic processing of message content. This is explained by the elaboration-likelihood model of persuasion.
   - motivation must be high
   - capacity to process information must be high
   - knowledge of the topic must be high
   - time for processing the persuasive message must be available
   - the issue or topic must be important or interesting to us
Heuristic processing (peripheral route to persuasion) involves automatic (relatively effortless) processing of message content.
   - lack of ability or capacity for processing information
   - limited time
   - limited knowledge
   - low motivation
   - the issue or topic is relatively unimportant or uninteresting to us