Question

Which of the following describes the different routes of processing that people can use when considering information according to Richard Petty and John Cacioppo's Elaboration Likelihood Model (ELM) of persuasion?

a) Peripheral and central routes
b) Emotional and rational routes
c) Fast and slow routes
d) Cognitive and behavioral routes

Answer 1

The central and peripheral routes of processing are described in the Elaboration Likelihood Model (ELM) of persuasion. The central route focuses on logic and facts, while the peripheral route uses peripheral cues like emotions and celebrity endorsement to persuade. Correct option is a.

Step-by-step explanation:

The different routes of processing in the Elaboration Likelihood Model (ELM) of persuasion, according to Richard Petty and John Cacioppo, are the central route and the peripheral route. The central route is logic driven and focuses on data and facts to convince people, while the peripheral route uses peripheral cues to associate positivity with the message, such as positive emotions and celebrity endorsement.