Level of Audience Involvement

Elaboration Likelihood Model: This model suggests that there are two routes to persuasion - central route (when people carefully consider arguments) and peripheral route (when people rely on superficial cues).

Cognitive Dissonance Theory: This theory explains that individuals feel uncomfortable when they hold conflicting beliefs or attitudes, motivating them to reduce this discomfort through attitude change.

Selective Attention: This term refers to our tendency to focus on specific aspects of stimuli while ignoring others based on personal interests or relevance.