Once a marketing message is received, the consumer begins to process it. Depending upon how personally involving the information is to the consumer, s/he will follow one of two routes to persuasion, according to the:
A) factor importance model (FIM)
B) route- preference hypothesis (RPH)
C) personal relevance hypothesis (PRH)
D) affect- cognate model (ACM)
E) elaboration likelihood model (ELM)

Question

Quizplus · Accepted Answer

The elaboration likelihood model (ELM) explains that consumers process messages through either a central route, which involves careful consideration of the message, or a peripheral route, which involves less scrutiny, depending on the personal relevance of the information.

Once a Marketing Message Is Received, the Consumer Begins to Process