The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as:
A) being a very active and involved participant in the communication process
B) having a low level of involvement and relying on imagery processing
C) unlikely to engage in detailed cognitive processing
D) lacking the motivation to process a message

Question

Quizplus · Accepted Answer

The central route to persuasion involves a high level of involvement and cognitive processing by the message recipient. The recipient is viewed as an active and involved participant, critically analyzing the content of the message. This route is most effective when the message is relevant and the recipient has both the ability and motivation to process the information.

The Elaboration Likelihood Model (ELM) States That There Are Two