In recognizing alternative paths to attitude formation and thus to persuasion,the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation,opportunity,and ability to process marketing messages)and the relative strengths of the brand.
A) aptitudes
B) characteristics
C) decoding strategies
D) encoding strategies
E) feelings

Question

In recognizing alternative paths to attitude formation and thus to persuasion,the ELM points out that the form of persuasion will depend both on consumer _____ (their motivation,opportunity,and ability to process marketing messages)and the relative strengths of the brand.
A) aptitudes 
B) characteristics 
C) decoding strategies 
D) encoding strategies 
E) feelings

Quizplus · Accepted Answer

The ELM model states that the form of persuasion will depend on the consumer's characteristics, such as their motivation, opportunity, and ability to process marketing messages. These characteristics can impact how a consumer engages with and is persuaded by the marketing messages they encounter. The relative strengths of the brand are also considered, as they can influence the effectiveness of the marketing message in persuading the consumer. Therefore, the best choice for this question is B) characteristics.

In Recognizing Alternative Paths to Attitude Formation and Thus to Persuasion,the