The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.Under the central route to persuasion,a message recipient is viewed as:
A) lacking the motivation to process a message
B) having a low level of involvement and relying on imagery processing
C) being a very active and involved participant in the communication process
D) unlikely to engage in detailed cognitive processing

Question

Quizplus · Accepted Answer

According to the elaboration likelihood model, the central route to persuasion occurs when the message recipient is highly involved, motivated, and actively processing the information presented to them. Therefore, choice C accurately describes the characteristics of someone who is processing information through the central route. Choices A, B, and D, do not accurately describe someone who is processing information through the central route.

The Elaboration Likelihood Model (ELM)states That There Are Two Basic