The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.Under the central route to persuasion, a message recipient is viewed as
A)a pioneer of word-of-mouth advertising campaigns.
B)a passive participant who relies heavily on imagery processing.
C)a very involved participant in the communications process.
D)having low ability to attend to and comprehend a message.
E)likely to engage in only minor cognitive processing.

Question

Quizplus · Accepted Answer

Under the central route to persuasion, a message recipient is viewed as a very involved participant in the communications process. The central route involves deep processing of the message content, careful evaluation of the information presented, and a strong focus on the message arguments. Persuasion via the central route is most likely to result in long-lasting attitude change.

The Elaboration Likelihood Model (ELM) States That There Are Two