Exam Review for Consumer Behavior
2) What is the elaboration-likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?
The Elaboration-Likelihood Model of Persuasion (ELM) assumes that under conditions of high involvement, we take the central route to persuasion. Under conditions of low involvement, we take a peripheral route. The central route is focused on the consumer’s cognitive response to a message and the peripheral route