Question

The _______ model addresses the differences in the ways consumers process and respond to persuasive advertising messages.

a. Consumer decision-making
b. Elaboration likelihood
c. AIDA
d. Hierarchy of effects

Answer 1

The elaboration likelihood model addresses the differences in the ways consumers process and respond to persuasive advertising messages.

Step-by-step explanation:

The correct answer is b. Elaboration likelihood.

The elaboration likelihood model addresses the differences in the ways consumers process and respond to persuasive advertising messages. It considers the variables of the attitude change approach, including the features of the source of the message, contents of the message, and characteristics of the audience, to determine when attitude change will occur. According to this model, there are two main routes that play a role in delivering a persuasive message: central and peripheral.

The central route to persuasion works best when the target audience is analytical and willing to engage in processing the information. Products that would be best sold using the central route to persuasion are those that require careful consideration and evaluation, such as buying a computer. Small business owners might be especially influenced by the focus on the computer's quality and features.