The elaboration likelihood model (ELM) assumes that under conditions of high-involvement, we take the central route to
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The elaboration likelihood model (ELM) assumes that under conditions of high-involvement, we take the central route to persuasion. What does this mean, and how does it work?
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Consumer Behavior Buying, Having and Being
ISBN: 978-0134129938
12th Global Edition
Authors: Michael R. Solomon
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