Question

In the elaboration likelihood model, two types of persuasive communications can be used. These are the central route and the __________ route.

a) Peripheral
b) Direct
c) Emotional
d) Indirect

Answer 1

The correct answer is option a) Peripheral.

Step-by-step explanation:

In the elaboration likelihood model, there are two types of persuasive communications: the central route and the peripheral route. The central route is a direct route that relies on logic, data, and facts to convince people. It requires the audience to be analytical and motivated. This route results in lasting attitude change.

On the other hand, the peripheral route is an indirect route that uses peripheral cues like positive emotions and celebrity endorsement to associate positivity with the message. It does not require much effort or information processing and typically results in less permanent attitude or behavior change.