The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.
A)elaboration likelihood
B)Five Ws
C)AIDA
D)information processing
E)cognitive response

Question

Quizplus · Accepted Answer

The elaboration likelihood model proposes that consumers vary in the degree of cognitive processing they devote to a persuasive message. The model suggests that two routes to persuasion exist: the central route and the peripheral route. Central route processing occurs when the consumer is motivated to process the message, has the ability to process the message, and the message is relevant to their needs. Peripheral route processing occurs when the consumer lacks motivation or ability to process the message, and therefore relies on peripheral cues, such as the credibility of the source or the attractiveness of the message, to make a decision.

The _____ Model Addresses the Differences in the Way Consumers