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

question 57

Multiple Choice

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) being a very active and involved participant in the communication process
• B) having a low level of involvement and relying on imagery processing
• C) unlikely to engage in detailed cognitive processing
• D) lacking the motivation to process a message

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