Question

The elaboration likelihood model of attitude change suggests that: A. the peripheral route results in more enduring attitude change. B. the central route results in more enduring attitude change. C. only the central route to persuasion can be effective. D. only the peripheral route to persuasion can be effective.

Short answer

Answer: The central route results in more enduring attitude change.

Step-by-step solution

Understand the elaboration likelihood model

This model states that there are two primary routes to persuasion and attitude change - the central route and the peripheral route. The central route occurs when people are motivated and able to think critically about a message, leading them to elaborate the arguments presented. The peripheral route, on the other hand, occurs when people rely on superficial cues and heuristics, such as the attractiveness of the source or the number of arguments provided.

Evaluate each statement

We must evaluate each statement given in the exercise to determine the correct answer. A. the peripheral route results in more enduring attitude change: This is incorrect because the peripheral route relies on superficial cues and heuristics, which are generally less stable and less resistant to counterarguments. B. the central route results in more enduring attitude change: This might be correct as the central route involves careful processing and evaluation of arguments, leading to stronger and more lasting attitude change. C. only the central route to persuasion can be effective: This statement is false since both central and peripheral routes can be effective under different conditions depending on the motivation and ability of the individual processing the information. D. only the peripheral route to persuasion can be effective: This statement is also false for the same reason, as both routes can be effective depending on the context and the processing abilities of the individual.

Select and explain the correct answer

Based on the evaluation, we can determine that the correct answer is: B. the central route results in more enduring attitude change. This is because the central route involves deeper processing and evaluation of arguments, making the resulting attitude change more enduring and resistant to counterarguments.