According to the elaboration likelihood model (ELM),a receiver lacks the ability or motivation to process information under the _____ route to persuasion.
A) central
B) peripheral
C) cognitive
D) affective

Question

Quizplus · Accepted Answer

The peripheral route to persuasion relies on cues such as attractiveness or credibility, rather than processing the content of the message. Therefore, a receiver lacking ability or motivation to process information is more likely to use the peripheral route. The central route, on the other hand, requires more elaboration and processing of the message content, and is used when a receiver has both ability and motivation to process information. Cognitive and affective are not routes to persuasion, but rather refer to the types of information being processed (cognitive = rational/thinking, affective = emotional/feeling).

According to the Elaboration Likelihood Model (ELM),a Receiver Lacks the Ability