In the central route to persuasion in the ELM,consumers who experience lower levels of involvement with the product or promotion message are motivated to pay greater attention to the central,product-related information and comprehend it at elaborate levels.

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In the central route to persuasion in the ELM, consumers who experience higher levels of involvement with the product or promotion message are motivated to pay greater attention to the central, product-related information and comprehend it at elaborate levels. Lower levels of involvement lead to peripheral processing of information.

In the Central Route to Persuasion in the ELM,consumers Who