ELM

Question 1

What is ELM

Answer 1

how ppl process persuasive msg through through 2 main cognitive routes

Question 2

what are the 2 routes

Answer 2

central route and peripheral route

Question 3

what is central route

Answer 3

individuals carefully evaluate the content of the msg
involves critical thinking and msg elebarotation, focus on the strength of the argument

Question 4

what is the outcome of central route

Answer 4

if the argument generates favourable thoughts, the msg is accepted. vice versa

Question 5

example of central route

Answer 5

reading an email abt the health benefits of donating blood and deciding based on logical reasoning

Question 6

what is peripheral route

Answer 6

individuals rely on external cues instead of critically analyzing the msg
like speaker’s credibility, attractiveness, presentation style

Question 7

what is the outcome of peripheral route

Answer 7

decisions are based on these superficial cues rather than the msg content

Question 8

exp pf peripheral route

Answer 8

choosing to donate blood bc of a celebrity / bc the brochure looks nice