Research on the elaboration likelihood model (ELM)has shown that:
A) celebrities are effective peripheral cues in a high-involvement situation
B) celebrities are effective peripheral cues in a low-involvement situation
C) the quality of message arguments is likely to be very important in a low-involvement situation
D) peripheral cues are more important than detailed messages in high-involvement situations

Question

Quizplus · Accepted Answer

Celebrities are often used as peripheral cues in advertising and persuasion, and research on the Elaboration Likelihood Model (ELM) suggests that these cues are particularly effective in low-involvement situations where the audience is not motivated to process the message content deeply. In such contexts, the presence of a celebrity can enhance the persuasiveness of the message by providing a simple heuristic or reason to accept the message without extensive cognitive processing.

Research on the Elaboration Likelihood Model (ELM)has Shown That