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)lacking the motivation to process a message.
B)having a low level of involvement and relying on imagery processing.
C)a very active and involved participant in the communications process.
D)having low ability to attend to and comprehend a message.
E)unlikely to engage in detailed cognitive processing.

Question

Quizplus · Accepted Answer

According to the elaboration likelihood model (ELM), under the central route to persuasion, a message recipient is a very active and involved participant in the communication process. They are motivated to process the message and engage in detailed cognitive processing to comprehend its content. The central route is more likely to lead to lasting attitude changes compared to the peripheral route, which relies on superficial cues like attractiveness or expert status of the communicator.

The Elaboration Likelihood Model (ELM)states That There Are Two Basic