Identify the two persuasive routes that are presented in the elaboration likelihood model. Then identify which route will have the longest persuasive effect and briefly explain why. Finally, identify and explain one of the two factors needed to ensure the person will use this route.
What will be an ideal response?
The two persuasive routes are the central or elaborated route and the peripheral route.
The elaborated route will have the longest persuasive effect if the audience is motivated and
capable of comprehending the message. This is because motivated and able receivers are
able to process the strong arguments presented. However, if the central route contains
neutral or weak arguments, persuasion is much less likely. The peripheral route should be
used only when audience members either are not motivated or are unable to process the
strong arguments. This is because the peripheral route only creates a short term effect
because there is no substance to the persuasive message.
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