Question

In the elaboration likelihood model of persuasion, the central route Select one: a. is effective when people lack the time or energy to think about the message. b. is more persuasive when people have the ability and the motivation to pay attention. c. involves factors such as the source's attractiveness or the emotional power of an appeal. d. is usually used by television advertisers to persuade the viewers into buying their products.

Answer 1

In the persuasion elaboration likelihood model, the central route is more persuasive when people have the ability and the motivation to pay attention. Persuasion is formed through two routes:

• Central

• Peripheral

The peripheral route is used when people's motivation is low and there is no ability to process the message. The central route is used when there is high motivation and message processing capacity.

Therefore, the attitudes formed in the central route are more consistent, and resistant to contrary arguments, and more likely to determine people's behaviors and attitudes, generating changes in attitudes and durability.

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