According to the elaboration likelihood model, when consumers are willing to exert the effort to comprehend, learn or evaluate the available information about the attitude object, learning and attitude change can occur via the:
A) central route.
B) peripheral route.
C) rational route.
D) emotional route.

Question

Quizplus · Accepted Answer

The central route is the route through which consumers carefully and thoughtfully process information, evaluate it, and form attitudes based on this information. This route is taken when consumers are motivated to learn more and willing to put in the effort to do so. As per the elaboration likelihood model, attitude change is more likely to occur via the central route when consumers are willing to put in the effort to comprehend and evaluate the available information. Therefore, option A is the correct answer. Options B, C, and D are not relevant to the elaboration likelihood model.

According to the Elaboration Likelihood Model, When Consumers Are Willing