Social and cognitive psychologists have long understood these two basic processes in their study of “dual-process” models, which explain how we process information and eventually form an opinion. We take the peripheral route to information processing when buying, say, a toaster on a whim, whereas we take the so-called central route – thoroughly considering technical, safety, and aesthetic features – when buying a car.
社会及认知心理学家早就在对人类处理信息及最终判断的“双进程”模型的研究中了解了这两种基本进程。我们在一时兴起购买烤面包机时只经过末梢区域的神经路线，但我们在选购汽车时却要经过所谓的中枢路线——即全面衡量技术、安全和美学特征。