Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL's superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?
A)Support arguing
B)Central processing
C)Peripheral processing
D)Source bolstering
E)Comparative analysis

Question

Quizplus · Accepted Answer

The elaboration likelihood model (ELM) suggests that there are two routes to persuasion: central processing and peripheral processing. Central processing involves actively thinking about the message, considering the argument and analyzing the information carefully. Given that Jake studied the contents of the ad and scrutinized the advertising message in favor of TL's superiority, it can be inferred that he is engaging in central processing. Therefore, the best answer choice is B, central processing.

Jake Is Planning to Buy a New Smartphone