Once we have chosen a communicator, the next step is to determine what type of message we should have him or her deliver. Neither social psychologists nor advertisers are so naïve as to think that simply presenting a strong message is sufficient. No matter how good the message is, it will not be effective unless people pay attention to it, understand it, accept it, and incorporate it into their self-concept. This is why we attempt to choose good communicators to present our ads in the first place, and why we tailor our communications to get people to process them the way we want them to.
The messages that we deliver may be processed either spontaneously (other terms for this include peripherally or heuristically—Chen & Chaiken, 1999; Petty & Wegener, 1999) or thoughtfully (other terms for this include centrally or systematically). Spontaneous processing is direct, quick, and often involves affective responses to the message. Thoughtful processing, on the other hand, is more controlled and involves a more careful cognitive elaboration of the meaning of the message (Figure 4.6). The route that we take when we process a communication is important in determining whether or not a particular message changes attitudes.