Elijah listens carefully to the content of an infomercial for a new exercise system. Bob focuses on the fact that two star athletes are endorsing the exercise system. After the infomercial has ended, both Elijah and Bob have favourable attitudes toward the exercise system that was advertised. Which of the following is predicted by the elaboration likelihood model?

Question

Quizplus · Accepted Answer

According to the elaboration likelihood model, attitudes are formed through both central processing (careful consideration of the content) and peripheral processing (focus on superficial cues like celebrity endorsements). Elijah's careful consideration of the content suggests he engaged in central processing, which is more likely to result in a long-lasting attitude change and subsequent behavior (i.e., purchasing the exercise system). Bob's focus on the celebrity endorsement suggests he engaged in peripheral processing, which is less likely to result in a long-lasting attitude change and subsequent behavior. Thus, while both men have favorable attitudes toward the exercise system, Elijah is more likely to actually purchase it.

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