According to the Elaboration Likelihood Model (ELM),the use of the central or peripheral route to persuade is predicated upon the:
A) amount of clutter present.
B) price of the product.
C) number of brands available.
D) consumer's level of involvement.
E) consumer's level of income.

Question

Quizplus · Accepted Answer

The Elaboration Likelihood Model (ELM) states that the use of the central or peripheral route to persuasion is based on the consumer's level of involvement. Consumers who have a high level of involvement with a product or service are more likely to use the central route to persuasion, which requires them to pay close attention to the message being presented and consider the arguments carefully. On the other hand, consumers with a low level of involvement are more likely to use the peripheral route, which relies on cues such as attractiveness of the presenter or the perceived credibility of the source. Therefore, the consumer's level of involvement is the best predictor of which route to persuasion will be most effective.

According to the Elaboration Likelihood Model (ELM),the Use of the Central