1. The Central Route
2. 2. The Peripheral Route

1. Who Says? The Communicator

1. Credibility
2. Attractiveness and Liking

2. What Is Said? The Message Content

1. Reason Versus Emotion
2. Discrepancy
3. One-Sided Versus Two-Sided Appeals
4. Primacy Versus Recency

3. How Is It Said? The Channel of Communication

1. Active Experience or Passive Reception
2. Personal Versus Media Experience

4. To Whom Is It Said? The Audience

1. How Old Are They?
2. What Are They Thinking?

1. Attitudes Follow Behavior

1. Compliance Breeds Acceptance
2. The Foot-In-The-Door Phenomenon

2. Persuasive Elements

1. The Communicator
2. The Message
3. The Audience

3. Group Effects

1. Strengthening Personal Commitment

a. Challenging Beliefs

b. Developing Counterarguments

2. Real Life Applications: Inoculation Programs

a. Inoculating Children Against Peer Pressure to Smoke

b. Inoculating Children Against the Influence of Advertising

3. Implications of Attitude Inoculation