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

question 122

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)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.

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Definitions:

Moral Hazard

The risk that one party to a contract can change their behavior to the detriment of the other party once the contract has been concluded.

Automobile Driving

The operation and control of a car, including the mastery of various techniques and understanding of road rules for safe transportation.

Marginal Cost

The additional cost incurred from producing one more unit of a good or service.

Moral Hazard

The situation where one party in an agreement is tempted to take undue risks because the negative consequences of the risk will be suffered by the other party.