Question

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on air. He is affronted by the poor quality of the commercial and immediately tunes out the message without processing any of the information. According to the elaboration likelihood model (ELM), Trevor is engaging in which of the following routes to persuasion?

Answer 1

Answer: Peripheral route.

Explanation:

Persuasion is the ability to convince one or more people about something, to think in a certain way, or to do something in particular.

The persuasion follows two routes; the central route, and the peripheral route:

• The central route of persuasion occurs when the person is persuaded by the message received.
• The peripheral route of persuasion occurs when the person is persuaded by something different than the message, such as how the message is presented.

In this case, Trevor was guided by what he saw to decide, so he followed the peripheral route of persuasion.

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