Clara listens carefully to the content of an infomercial for a new software package, but Joyce focuses on the fact that there are three different celebrity endorsers who are really excited about the software package. After the infomercial has ended, both Clara and Joyce think the software is worth purchasing. Which of the following is predicted by the elaboration likelihood model?

Question

Quizplus · Accepted Answer

According to the elaboration likelihood model, Clara is using the central route to persuasion by focusing on the content, which leads to more enduring attitudes. Joyce, on the other hand, is using the peripheral route by focusing on celebrity endorsements, which typically results in less enduring attitudes.

Clara Listens Carefully to the Content of an Infomercial for a New