Clara listens carefully to the content of an infomercial for a new software package; 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. According to the elaboration likelihood model,
A)Clara will experience more cognitive dissonance than Joyce.
B)Joyce will experience less social facilitation than Clara.
C)Clara will have a more enduring attitude toward the software than Joyce.
D)Joyce will have a more enduring attitude toward the software than Clara.

Question

Quizplus · Accepted Answer

Clara is focusing on the content and details of the software, which indicates she is processing the information through the central route of persuasion according to the elaboration likelihood model. This route leads to more enduring attitudes because it involves careful and thoughtful consideration of the actual message content. Joyce, on the other hand, is focusing on peripheral cues (celebrity endorsements), which suggests she is processing the information through the peripheral route. This route often leads to less enduring attitudes because it does not involve deep processing of the message content.

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