The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route.In the case of the peripheral route to persuasion
A)the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable.
B)the message should contain a lot of detailed information.
C)the receiver is actively involved in the communication process.
D)the quality of the message claims are more important than a spokesperson, headline, pictures, or music.
E)the message deals with high-involvement buying situations.

Question

Quizplus · Accepted Answer

The peripheral route to persuasion involves being swayed by peripheral cues such as the attractiveness or likability of the endorser in the ad, rather than the actual quality of the message itself. So, choice A is correct as the message will more likely create favorable attitudes if the endorser in the ad is attractive and likable.

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