In the context of the elaboration likelihood model, which of the following is true of the peripheral route?
A) A consumer is likely to be fully equipped to process information in a message.
B) A consumer is likely to expend considerable effort in comprehending a message.
C) A consumer is unlikely to pay attention to the expertise of the spokesperson of a message.
D) A consumer is unlikely to develop cognitive responses to a message.

Question

Quizplus · Accepted Answer

The peripheral route to persuasion, as described in the elaboration likelihood model, involves situations where people do not pay much attention to the arguments but are instead swayed by surface characteristics, such as the attractiveness of the presenter or the sheer number of arguments presented, rather than the quality of the arguments. This means they are less likely to engage in deep processing of the message content, leading to fewer cognitive responses to the message itself.

In the Context of the Elaboration Likelihood Model, Which of the Following