The elaboration likelihood model (ELM)states that there are two basic routes to persuasion,the central route and the peripheral route.In case of the peripheral route to persuasion,the:
A)message will be more likely received if a celebrity endorser is used.
B)message should contain a lot of information.
C)receiver is viewed as very actively involved in the communication process.
D)quality of the message claims are more important than the spokesperson,headline,pictures,or music bed.
E)sender is dealing with a high-involvement buying situation.

Question

Quizplus · Accepted Answer

The peripheral route to persuasion relies on cues that are not directly related to the content of the message, such as the use of attractive celebrities as endorsers. This is because peripheral route processing is more passive and focused on superficial aspects of the message rather than its content.

The Elaboration Likelihood Model (ELM)states That There Are Two Basic