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

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.