How can we apply the Elaboration Likelihood Model $($ELM$)$ to advertising?

Consumers who are less involved are also more likely to use the central route when processing brand messages.

Peripheral cues in advertising are highly effective in building consumers' enduring attitudes toward brands.

For consumers who are less involved, it can be effective to use a celebrity, memorable images, and$/$or catchy jingles in advertisements.

Highly involved consumers are more likely to use the peripheral route when processing brand messages.