Jim has a negative attitude toward healthy eating. Jim’s doctor describes research showing that healthy eating can help him live longer. Jim pays very close attention and thinks very carefully about this explanation and then changes his attitude toward healthy eating. Jim has changed his attitude based on the ________ route to persuasion.

Central route to persuasion occurs when someone is purely persuaded by the actual content and argument of the message after they have personally analysed and thoughtfully evaluated the message.

In this route a person is not persuaded by the idea of seeing others doing the same thing but more about what they personally find out after scrutinizing and analysing the message carefully.

They relate the message to themselves and figure out how it fits in with their own interests. Central route of persuasion occurs after someone has thoroughly searched all they need to know about the message and understood it.