Which of the following statements about central route of message processing in ELM is not correct?
A) It takes into consideration the scrutiny of the logic of the message
B) It is more critically thought than peripheral route
C) It is less quantitative than peripheral route
D) The attitudes resulting from the central route are longer lasting than the peripheral one

Question

Quizplus · Accepted Answer

The central route involves a more elaborate and critical evaluation of the message using high cognitive effort, taking into account the logic and arguments presented in the message. The peripheral route, on the other hand, involves less cognitive effort and primarily relies on peripheral cues such as attractiveness of the communicator or emotional appeal of the message. The attitudes formed through the central route are more persistent and enduring compared to the ones through the peripheral route. However, the central route is also more quantitative in nature as it involves a thorough evaluation of the message content. Therefore, statement C is not correct as it contradicts the nature of central route processing.

Which of the Following Statements About Central Route of Message