Central route to persuasion The process by which a person thinks carefully about a communication and is influenced by the strength of its arguments.
Central traits Traits that exert a powerful influence on over- all impressions.
Cognitive dissonance theory Theory holding that inconsis- tent cognitions arouses psychological tension that people become motivated to reduce.
Collective effort model The theory that individuals will exert effort on a collective task to the degree that they think their individual efforts will be important, relevant, and meaningful for achieving outcomes that they value.
Collective intelligence The general ability of a group to per- form well across a wide range of different tasks.