In the context of the Elaboration Likelihood Model, what is true about the peripheral route of persuasion?

In the context of the Elaboration Likelihood Model, what is true about the peripheral route of persuasion?

• A. It engages deep cognitive processing
• B. It is used when the issue is not seen as important
• C. It leads to long-term attitude change
• D. It requires careful attention to the message

Answer: (B)

The peripheral route of persuasion, as outlined in the Elaboration Likelihood Model, primarily operates under conditions where individuals do not deeply engage with the content of a persuasive message. This route is characterized by superficial processing, which includes responding to cues that are not directly related to the argument itself, such as the attractiveness of the speaker or emotional appeals. When the issue is perceived as not particularly important to the individual, they are less likely to invest cognitive effort in analyzing the message. Instead, they tend to rely on these peripheral cues for their judgments and decisions. This is why the statement about the peripheral route being used when the issue is not seen as important is accurate, as it highlights the circumstances under which this route is typically employed. In contrast, the other options refer to characteristics of the central route of persuasion, which involves deep cognitive processing, careful attention to the message, and often results in more stable, long-term attitude change. Thus, option B aligns perfectly with the definition and characteristics of the peripheral route within the Elaboration Likelihood Model.

The peripheral route of persuasion, as outlined in the Elaboration Likelihood Model, primarily operates under conditions where individuals do not deeply engage with the content of a persuasive message. This route is characterized by superficial processing, which includes responding to cues that are not directly related to the argument itself, such as the attractiveness of the speaker or emotional appeals.

When the issue is perceived as not particularly important to the individual, they are less likely to invest cognitive effort in analyzing the message. Instead, they tend to rely on these peripheral cues for their judgments and decisions. This is why the statement about the peripheral route being used when the issue is not seen as important is accurate, as it highlights the circumstances under which this route is typically employed.

In contrast, the other options refer to characteristics of the central route of persuasion, which involves deep cognitive processing, careful attention to the message, and often results in more stable, long-term attitude change. Thus, option B aligns perfectly with the definition and characteristics of the peripheral route within the Elaboration Likelihood Model.