Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, the consumer will follow one of two routes to persuasion, according to the:
A) route-preference hypothesis (RPH).
B) affect-cognate model (ACM).
C) personal relevance hypothesis (PRH).
D) elaboration likelihood model (ELM).

Question

Quizplus · Accepted Answer

The Elaboration Likelihood Model (ELM) proposes that there are two routes to persuasion: the central route, used when the message is highly relevant to the receiver, leading to careful and thoughtful consideration of the arguments presented in the message, and the peripheral route, used when the message is not personally relevant, leading to a focus on superficial elements.

Once a Marketing Message Is Received, the Consumer Begins to Process