Question

Richard Petty and John Cacioppo's Elaboration Likelihood Model proposes two routes to attitude change. They are called

a) Central and Peripheral
b) Heuristics and Systems
c) Implicit and Explicit
d) Primacy and Recency

Answer 1

The correct answer to the routes of attitude change in Richard Petty and John Cacioppo's Elaboration Likelihood Model is a) Central and Peripheral. The central route involves logical persuasion using facts, while the peripheral route uses superficial positive associations.

Step-by-step explanation:

Elaboration Likelihood Model Routes

Richard Petty and John Cacioppo’s Elaboration Likelihood Model of persuasion identifies two routes to changing attitudes: the central route and the peripheral route. The central route is about using logical arguments, data, and facts to persuade an individual of an argument's merit. Conversely, the peripheral route uses superficial cues to create a positive association with the message. These might include celebrity endorsements, positive emotions, or attractiveness. The central approach is effective with audiences who are analytical and motivated, as the persuasion is durable and based on the strength of the arguments. The peripheral route, by contrast, may lead to a more temporary attitude change as it doesn’t involve deep processing of information but instead relies on external cues to persuade an audience that may not be as critical or involved.

As for the student's question, the final answer to the routes to attitude change proposed by Petty and Cacioppo is option a) Central and Peripheral. This is because these two pathways exemplify the direct and indirect strategies in persuasion, aiming to change individuals' attitudes, methods detailed in studies like Petty, R. E., & Cacioppo, J. T. (1986)’s Communication and persuasion: Central and peripheral routes to attitude change.

When considering the effectiveness of each route, it is essential to also reflect on the nature of the product and the characteristics of the target audience. Products requiring thorough consideration, like computers, would be better suited for the central route, while products associated with lifestyle or status, like fashion or soft drinks, might be more effectively marketed through the peripheral route.