Question

In the context of the elaboration likelihood model, which of the following is true of the peripheral route?

1) A consumer is likely to be fully equipped to process information in a message.
2) A consumer is likely to expend considerable effort in comprehending a message.
3) A consumer is unlikely to pay attention to the expertise of the spokesperson of a message.
4) A consumer is unlikely to develop cognitive responses to a message.

Answer 1

In the context of the elaboration likelihood model, the peripheral route to persuasion involves superficial cues and does not engage in-depth information processing, making consumers unlikely to develop cognitive responses to the message. They are also more likely to focus on the spokesperson's expertise.

Step-by-step explanation:

In the context of the elaboration likelihood model, when discussing the peripheral route to persuasion, statement 3) and 4) are correct. The peripheral route to persuasion involves using superficial cues or associations, such as celebrity endorsements or positive emotions, rather than detailed information processing. Hence, a consumer is unlikely to develop cognitive responses to the message since the message is not designed to engage analytical thinking. Additionally, consumers are more likely to pay attention to the expertise of the spokesperson (opposite of statement 3) because the attractiveness or credibility of the spokesperson serves as a peripheral cue that can influence attitudes without requiring deep processing of the message content.