Question

Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?a) primary routeb) secondary routec) central routed) peripheral routee) direct route

Answer 1

Answer:

C.

Explanation:

Elaboration likelihood model is a method to deals with persuasion, describes the change of attitudes and has two major routes.

-Peripheral route.

The peripheral route is used when the message recipent has little or no interest in the subject and/or has a lesser ability to process the message.

-Central route.

The central route is used when the message recipent has the motivation as well as the ability to think about the message and its topic.

Two advantages of the central route are that attitude changes tend to last longer and are more predictive of behavior than the changes from the peripheral route.

Characteristics:

1-The attitude change would be enduring and resistant.

2-Thoughtful consideration of given argument/message leads to persuasion.

3-Message elaboration is high.