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80. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as:
a. lacking the motivation to process a message
b. having a low level of involvement and relying on imagery processing
c. being a very active and involved participant in the communication process
d. unlikely to engage in detailed cognitive processing

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osondumartins

Answer:C. being a very active and involved participant in the communication process

Explanation:ELM(ELABORATION LIKELIHOOD MODEL) of persuasion is Described as a dual process model which signifies the change of Attitude.

Elaboration likelihood model of persuasion was developed by two Psychologists they include Richard E. Petty and John Cacioppo in 1980. The aim of this model is to explain the different ways through which stimuli can be processed, why they are used, and their results as attitude change.

Elaboration likelihood model of persuasion is a function of two basic elements which includes MOTIVATION AND ABILITY.

chilljain33

Under central route to persuasion a message recipient is viewed as being very active .

It has to be an involved participant in the communication process.

  • An ELM model is comprises of 2 routes , one of which is the central route.

  • It is more direct and commonly adopted route as it is universal and dynamic in nature.

  • It tests a person's abilities and communication skills

  • The participant has to undergo in actively participating while the communication is ongoing.

Evident from the above points that option C is correct that the participant has to be active and involved while communicating.

To know more about elaboration likelihood model (ELM) , refer below links.

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