Final answer:
The statement is false: the elaboration likelihood model posits two routes to persuasion, central and peripheral. The central route requires the audience to be analytical and motivated, while the peripheral route relies on superficial cues and requires less cognitive effort.
Step-by-step explanation:
The statement that the central route is the main method of delivering a persuasive message, according to the elaboration likelihood model, is False. The Elaboration Likelihood Model, proposed by Petty & Cacioppo in 1986, suggests there are two main paths to persuasion: the central and the peripheral route. The central route involves deep cognitive processing of the message's content, requiring the audience to be analytical and motivated to consider the information. This route emphasizes the importance of factual data and strong arguments.
On the other hand, the peripheral route to persuasion takes a different approach. This method relies on superficial cues such as celebrity endorsements, attractive models, or positive emotions associated with the message, rather than the quality or strength of the argument. It usually requires less cognitive effort and is not dependent on the audience's analytical abilities.
To answer question 11, the correct option is a. analytical; motivated, as these are the characteristics required for the central route to persuasion to be effective. For question 12, the correct answer is d. factual information, as this is not a cue used in the peripheral route to persuasion, but rather in the central route.