Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?
A)Support arguing
B)Central processing
C)Peripheral processing
D)Source bolstering
E)Source blocking

Question

Quizplus · Accepted Answer

Peripheral processing refers to a route to persuasion where people are persuaded by the superficial aspects of the message such as the attractiveness of the source or the quality of the advertisement without really processing the information presented. In this scenario, Trevor is not processing the information presented in the commercial but rather rejecting it due to the low quality of the advertisement, which is a peripheral cue. Therefore, the best answer is C, peripheral processing.

Trevor Is Watching a Late Night TV Show When a Low-Budget