Research on the elaboration likelihood model (ELM) has shown that:
A)celebrities are effective peripheral cues in a high-involvement situation.
B)celebrity endorsers have a significant effect on brand attitudes in low-involvement situations.
C)the quality of message arguments is likely to be very important in low-involvement situations.
D)the quality of a message claims is always less likely to be persuasive than the status of celebrity endorsers.
E)peripheral cues are more important than detailed messages in high-involvement situations.

Question

Quizplus · Accepted Answer

Research on the ELM has shown that in low-involvement situations, peripheral cues such as celebrity endorsements have a significant effect on brand attitudes. This is because consumers are less motivated to process detailed message arguments in these situations.

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