The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as:
A)a pioneer of word-of-mouth advertising campaigns.
B)a passive participant who heavily relies on imagery processing.
C)a very involved participant in the communications process.
D)having low ability to attend to and comprehend a message.
E)likely to engage in only minor cognitive processing.

Question

Quizplus · Accepted Answer

The central route to persuasion involves the message recipient being highly involved in the communication process. This means they are actively thinking, analyzing, and processing information presented to them.

Answer: D 
 The peripheral route to persuasion involves message recipients who have low ability or motivation to attend to and comprehend the message. They may rely on surface-level cues such as the attractiveness of the speaker or the use of emotional appeals to guide their decision-making.

Therefore, the best choice(s) are C and D.

The Elaboration Likelihood Model (ELM) States That There Are Two