The elaboration likelihood model of persuasion is considered a dual process model because it postulates that there are two
A) types of messages: long and short.
B) types of counterarguments: strong and weak.
C) routes to persuasion: central and peripheral
D) routes to persuasion: motivation and ability.

Question

Quizplus · Accepted Answer

The elaboration likelihood model of persuasion proposes that there are two routes to persuasion: the central route and the peripheral route. The central route involves the person processing the message carefully and thoughtfully, whereas the peripheral route involves being swayed by superficial cues such as the speaker's appearance or reputation. Therefore, the correct answer is C.

The Elaboration Likelihood Model of Persuasion Is Considered a Dual