The Elaboration Likelihood Model of Persuasion claims there are two “routes” to persuasion, depending on how able and willing an audience is to process a message.

Question

Quizplus · Accepted Answer

The Elaboration Likelihood Model of Persuasion posits that there are two main routes to persuasion: the central route, used when the audience is motivated and able to think about the message, and the peripheral route, used when the audience is either not motivated or unable to analyze the message deeply.

The Elaboration Likelihood Model of Persuasion Claims There Are Two