While the ELM theory presents distinct central and peripheral paths to persuasion,central and peripheral processes often operate simultaneously.

Question

Quizplus · Accepted Answer

Both central and peripheral processing can occur simultaneously and interact with each other in influencing persuasion. For example, a message could be both personally relevant (triggering central processing) and presented in an appealing or easily processed format (triggering peripheral processing).

While the ELM Theory Presents Distinct Central and Peripheral Paths