Question

In an advertisement for Activist Group A, a beautiful actress says she is against using animals for testing cosmetics. In an advertisement for Activist Group B, an average looking research scientist explains how animals are physically harmed in cosmetic testing. According to the elaboration likelihood model, Activist Group A is using the ____ route to influence attitudes, whereas Activist Group B is using the ____ route to influence attitudes.

Answer 1

Answer:

Activist Group A is using the peripheral route and Activist Group B is using the central route.

Explanation:

Under the peripheral route, a person makes simple assumptions about a postition based on positive or negative cues, and is not related to logical reasoning. The stimilus probably will be attractive to provoke a quicker response. If someone under the peripheral route is trying, for example, to buy a car, he will probably base his decision on the colour, speed or even how attractive the car is to others.

Under the central route, a person thinks deeply about the real merits of a position. Using the same car example, a person under this route will probably look for the cost, reliability, and may read reviews before buying. This depends on the recipent's ability to form an argument and his/her attitude towards the position --that is, a negative attitude is very likely to resist the message despite the merits presented.