The Primary Difference Between the Models of Persuasion Proposed by Hovland

question 118

Multiple Choice

The primary difference between the models of persuasion proposed by Hovland and McGuire and that proposed by Greenwald is that Greenwald's model

• A) does not allow for central route processing.
• B) emphasizes the role of elaboration in producing persuasion.
• C) does not include reception as one of the information-processing steps in persuasion.
• D) proposes that memory of message content is the most important determinant of persuasion.

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Definitions:

HSN

Home Shopping Network, a television network that broadcasts live retail programming 24 hours a day.

Nonstore Retailing

Selling goods or services outside of a traditional retail establishment, such as online, direct mail, or telemarketing.

Direct Selling

A retail channel where sales are made directly to consumers, bypassing traditional retail environments.

Vending Machines

Automated machines that provide items such as snacks, beverages, and other products to consumers after money, a credit card, or a specially designed card is inserted into the machine.