Elaboration Likelihood Model Exercise

Central Route

(Anti-Hazing Ad)

↓

Motivated to process?

↓ yes

Able to process?

↓ yes

Type of cognitive processing?

favorable case ↙ ↘ unfavorable case

↙ ↘

Strong possitive Strong negative

attitude change attitude change




Peripheral Route

(Clear Shampoo Commercial)

↓

Motivated to process

↓ no

Peripheral cues

↓ no

No change of attitude