Elaboration Likelihood Model

What are the two main routes of persuasion as outlined in the ELM?

• Streamline and Alternative

• Center and Peripheral

• Central and Peripheral

• Central and Alternative

What does elaboration relate to?

• The rate at which an attitude is formed

• The magnitude of peripheral cues

• The magnitude of central cues

• The individual engaging in the issue and depth of processing undertaken

Elaboration is low during the peripheral route

• True

• False

Which is NOT an example of the peripheral route

• Celebrity endorsement advertisements

• Food advertising and packaging

• Debates on public policy issues

• Social media influencer marketing

What are the three main heuristic principles that influence persuasive effects?

• Attention, attractiveness, attitude

• Credibility, liking, consensus

• Liking, attractiveness, attitude

• Credibility, context, attitude

Which of the following is a factor that influences the receiver's ability to engage elaboration?

• Personal relevance

• Distraction

• Need for cognition

• Central Route

What is the tendency for an individual to engage in and enjoy thinking?

• Peripheral route

• Prior knowledge

• Need for cognition

• Receiver's ability to engage in elaboration

Central Route requires high elaboration

• True

• False

Which of the following advertisements is an example of the central route?

• Muscles in Protein Shake Commercial

• Gordon Ramsay Selling Kitchen Appliances

• New Smartphone promoting enhanced camera

• Appeal to Emotion in Charity Advertisements

Which of the following advertisements is an example of peripheral route?

• Political Campaign Explaining Actual Policies

• Public Service Announcement

• Medication Ad Highlighting Effectiveness in Trials

• Selena Gomez in Pantene Shampoo Commercial