Question

During an important meeting in which the chair of the department is presenting a message centering on increasing teaching loads, Dr. Bill pays careful attention to the message because he wants to make the right decision. According to the elaboration likelihood model of persuasion, Dr. Bill is engaging in

a. Central route processing
b. peripheral route processing
c. controlled processing
d. automatic processing

Answer 1

During an important meeting in which the chair of the department is presenting a message centering on increasing teaching loads, Dr. Bill pays careful attention to the message because he wants to make the right decision. According to the elaboration likelihood model of persuasion, Dr. Bill is engaging in a. Central route processing. Option a

Explanation:

Dr. Bill's engagement in carefully paying attention to the message during the important meeting, with the intention of making the right decision, aligns with the concept of central route processing in the elaboration likelihood model of persuasion. This route involves the audience critically evaluating the content of the message, focusing on the merits and logic of the arguments presented. In Dr. Bill's case, the emphasis is on the importance of the topic (increasing teaching loads), indicating a high level of personal involvement and motivation to process the information thoroughly.

Central route processing is characterized by the audience's active cognitive involvement and thoughtful consideration of the persuasive message. It is driven by the relevance and personal significance of the information being presented. In contrast, peripheral route processing involves being swayed by superficial cues such as the speaker's attractiveness or the overall presentation style, without deep consideration of the actual message content. Dr. Bill's careful attention to the message suggests a deliberate effort to engage in a more thoughtful and thorough evaluation of the information, consistent with central route processing.

Understanding the elaboration likelihood model helps explain how individuals approach persuasive messages and make decisions based on the degree of cognitive elaboration they apply. In Dr. Bill's case, his focus on the content of the message indicates a reliance on the central route, highlighting the significance of the topic and his commitment to making an informed decision. Option a

Answer 2

Dr. Bill pays careful attention to a message about increasing teaching loads and is engaging in central route processing according to the elaboration likelihood model of persuasion. This method is analytic and data-driven, suitable for high-involvement products and audiences such as small business owners in the market for computers.

Step-by-step explanation:

During an important meeting focused on increasing teaching loads, Dr. Bill is paying careful attention to the message because he wants to make the right decision. In terms of the elaboration likelihood model of persuasion, Dr. Bill is engaging in central route processing. This method of information processing is characterized by a deep focus on the arguments presented and an analytic approach to the content. It is generally employed by individuals who are highly motivated and able and who have the desire to analyze the information carefully.

Products best sold through central route persuasion include high-involvement items like computers, which would appeal to an audience interested in specific details such as processing speed and memory capacity. An example of an audience that would be likely influenced through this route of persuasion could be small business owners who need reliable high-performance computers for their operations. In contrast, peripheral route persuasion involves positive associations, like celebrity endorsements or emotions, and is commonly used for low-involvement products such as soft drinks or clothing.