According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:
A) personality of the consumer.
B) personal relevance of the information.
C) type of message.
D) intelligibility of message.

Question

Quizplus · Accepted Answer

The elaboration likelihood model (ELM) posits that the primary determinant of whether a consumer will process a message via the central or peripheral route is the personal relevance of the information to the consumer. This influences their motivation to engage in processing the message deeply.

According to the Elaboration Likelihood Model (ELM), the Primary Determinant