Research on the elaboration likelihood model (ELM) has shown that:
A) celebrities are effective peripheral cues in a low-involvement situation
B) peripheral cues are more important than detailed messages in high-involvement situations
C) the quality of message arguments is likely to be very important in a low-involvement situation
D) celebrities are effective peripheral cues in a high-involvement situation

Question

Quizplus · Accepted Answer

Research on the elaboration likelihood model (ELM) indicates that in low-involvement situations, where individuals are not deeply engaged with the message content, peripheral cues such as the presence of celebrities can be highly effective in influencing attitudes or behaviors. This is because individuals are less likely to process the message content deeply and are more influenced by simple, heuristic cues.

Research on the Elaboration Likelihood Model (ELM) Has Shown That