80. 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. lacking the motivation to process a messageB. having a low level of involvement and relying on imagery processingC. being a very active and involved participant in the communication processD. unlikely to engage in detailed cognitive processing
81. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion: 82. Arminda is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air. She is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information. Arminda is engaging in what type of message processing? 83. Research on the elaboration likelihood model (ELM) has shown that:
84. Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. This might explain why the company would use which of the following advertising strategies? A. Very detailed ads with a great deal of information about the causes of body odourB. Detailed ads with strong message arguments about Gillette brandsC. Ads that use celebrity endorsers and memorablejinglesD. Ads that pay more attention to information in the copy than executional elements such as visual imagery85. The ______ assumes that learning is an associative process with an already existing relationship between a stimulus and a response.
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- Summer '14