The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion:
A) the message should contain a lot of information
B) the quality of the message claims is more important than the spokesperson, headline, pictures, or music bed
C) the message will be more likely received if a popular celebrity endorser is used
D) the receiver is viewed as very actively involved in the communication process

Question

Quizplus · Accepted Answer

With the peripheral route to persuasion, peripheral cues such as celebrity endorsements are used to influence the receiver's attitude towards the message. The quality of the message claims is less important than these cues. Therefore, choice C is the best answer.

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