Elaboration Likelihood Model

$$ paths to persuasion: central and peripheral

Central path: 'most appropriate when receiver is motivated to think about the message AND has the $q,$ to think about the message $($High$-$Involvement$)$

Focus on central cues: the $q,$ i ; $$

$$ of using product.

$*$Attitude change tends to be relatively $q,$ when it occurs in the central route.

$!!!$

Peripheral path: more appropriate if the receiver is unable OR unmotivated to listen to the message $($Low$-$Involvement$)$

Focus on peripheral cues: nonproduct$-$related information; cues that surround$\_$ the actual message

$$