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Unformatted text preview: Chapter 8: pg. 311-313 T HE SOURCE VERSUS T HE M ESSAGE: SELL T HE STEAK OF T HE SIZZLE? Every situation is different on whether the marketer should focus on what is said or how its said and who says it o Consumers level of involvement determines which cognitive process will be activated when he/she receives a message T HE ELABORAT ION L IKEL I HOOD MODEL Elaboration likelihood model (ELM)- assumes that once a consumer receives a message she begins to process it. o will follow one two routes under high involvement conditions central route to persuasion under low involvement conditions peripheral route to persuasion High involvement processing cognitive reponses belief & attitude change behavior change communication attention & comprehension Low involvement processing belief change behavior change attitude change CENTRAL ROUTE TO PERSUASION when a consumer finds info in a persuasive message to be relevant/interesting she will carefully attend to message content ; will actively think about...
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- Spring '07