According to the elaboration likelihood model (ELM), if consumers find that an incoming message is particularly relevant to their situation, the central route to persuasion is activated.

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According to ELM, when consumers find an incoming message relevant to their situation, they are more likely to use the central route to persuasion. The central route involves cognitive elaboration and evaluation of the message arguments and leads to stronger and more persistent attitude change.

According to the Elaboration Likelihood Model (ELM), If Consumers Find