The elaboration likelihood model (ELM)indicates that the willingness to process an ad is a function of two elements.They are the _____ to process the message.
A)encoding and decoding abilities
B)motivation and ability
C)knowledge and technical skills
D)attitude and linguistics skills
E)verbal and nonverbal skills

Question

Quizplus · Accepted Answer

The elaboration likelihood model (ELM) proposes that the willingness to process an ad is influenced by two main factors - motivation and ability. Motivation refers to the degree of personal relevance or involvement the individual has with the product, while ability refers to the individual's cognitive and processing capabilities. Both these factors come together to determine the level of scrutiny and cognitive processing the individual is willing to undertake while evaluating the ad message. Hence, option B - motivation and ability - is the correct answer.

The Elaboration Likelihood Model (ELM)indicates That the Willingness to Process