The ____________ is a model which proposes that there are two routes, central and peripheral, that an individual may take when processing a message.
a. Elaboration Likelihood Model
b. Yale Model of Communication
c. Hovland Model of Communication
d. Heuristics Model of Communication
Question 2
One counterintuitive finding in the study of persuasion suggests that:
a. when processing through the central route we may be persuaded by strong arguments.
b. ability and motivation are needed for central route processing.
c. when processing through the peripheral route we may be persuaded by the attractiveness of the source.
d. when processing through the peripheral route we may be persuaded by weak arguments if the message is presented in an attractive manner.
