Answers will vary. The ELM illustrates how attitudes are changed based on differing levels of consumer involvement. According to the ELM, a consumer begins to process a message as soon as it is received. Depending on the level of involvement and a consumer's ability and motivation to process a message, the persuasion process then follows one of two routes: a central route or a peripheral route.If consumers find that the incoming message is particularly relevant to their situation (and thus highly involved), they will likely expend considerable effort in comprehending the message. In this case, high-involvement processing occurs, and the central route to persuasion is activated. Here, the consumer develops a number of thoughts (or cognitive responses) regarding the incoming message that may either support or contradict the information. Because the consumer is highly involved, and because he has made an effort to carefully attend to the message, it is likely that the attitude change will be relatively enduring.If consumers are not involved with a message or lack either the motivation or ability to process information, the peripheral route to persuasion will be followed. In this route, consumers are unlikely to develop cognitive responses to the message (either supporting arguments or counterarguments), and are more likely to pay attention to things like the attractiveness of the person delivering the message, the number of arguments presented, the expertise of the spokesperson, and the imagery or music presented along with the message.