According to the elaboration likelihood model (ELM), the primary determinant of which route a consumer will follow in processing a message depends upon the:
A) personal relevance of the information
B) intelligibility of message
C) type of message
D) product category
E) personality of the consumer

Question

Quizplus · Accepted Answer

The elaboration likelihood model (ELM) suggests that the primary determinant of whether a consumer will follow the central or peripheral route in processing a message is the personal relevance of the information. When the information is personally relevant, consumers are more likely to engage in the central route, involving careful and thoughtful consideration of the message content.

According to the Elaboration Likelihood Model (ELM), the Primary Determinant