Research on the elaboration likelihood model (ELM) has shown that
A)celebrities are effective peripheral cues in a high-involvement situation.
B)celebrity endorsers have a significant effect on brand attitudes in low-involvement situations.
C)the quality of message arguments is likely to be very important in low-involvement situations.
D)the quality of message claims is always less likely to be persuasive than the status of celebrity endorsers.
E)peripheral cues are more important than detailed messages in high-involvement situations.

Question

Quizplus · Accepted Answer

Research has shown that celebrity endorsers can have a significant effect on brand attitudes in low-involvement situations where people are less likely to engage in central processing (careful evaluation of message arguments) and rely more on peripheral cues such as the status or attractiveness of the celebrity.

Research on the Elaboration Likelihood Model (ELM) Has Shown That