Central-route processing is best described as
A) the processing of information directly from the source, or centrally, rather than indirectly from secondary sources.
B) processing in which consumers' attitudes are based on a careful and effortful analysis of the central issues of a message.
C) message processing that is not elaborated, but is simply remembered in a direct or central way from the source.
D) message processing that is not based on important issues, but on those that have achieved a temporary importance or "centrality" to an individual's life.
E) the associations that are central to the schema in consumers' knowledge structures.

Question

Quizplus · Accepted Answer

Central-route processing involves consumers carefully and critically analyzing the content of a message and considering the central issues being presented. This type of processing is characterized by a high level of effort and cognitive elaboration, and is more likely to result in sustained attitude change.

Central-Route Processing Is Best Described as