Elijah listens carefully to the content of an infomercial for a new exercise system; Bolton focuses on the fact that two star athletes are endorsing the exercise system.After the infomercial has ended,both Elijah and Bolton have favorable attitudes toward the exercise system that was advertised.According to the elaboration likelihood model,
A) Bolton is more likely to actually purchase the exercise system.
B) both these men are likely to purchase the exercise system that was advertised.
C) neither of these men is likely to actually purchase the exercise system.
D) Elijah is more likely to actually purchase the exercise system.

Question

Quizplus · Accepted Answer

According to the elaboration likelihood model, Elijah's careful consideration of the content of the infomercial indicates that he was highly motivated to process information about the exercise system. This suggests that he was in the central route of the elaboration likelihood model, where he carefully evaluates the information presented to him. Therefore, Elijah is more likely to have formed a favorable attitude based on the actual content of the exercise system and is more likely to actually purchase it. Bolton, on the other hand, was influenced by the peripheral cues such as the star athletes endorsing the product, which suggests that he was in the peripheral route of the elaboration likelihood model. This route is associated with forming attitudes based on peripheral cues presented in the advertisement, rather than the actual content of the product. Thus, although Bolton might have a favorable attitude toward the exercise system, he is less likely to actually purchase it than Elijah.

Elijah Listens Carefully to the Content of an Infomercial for a New