Question

Clara listens carefully to the content of an infomercial for a new software package. Joyce focuses on the fact that there are three different celebrity endorsers who are really excited about the software package. After the infomercial has ended, both Clara and Joyce think the software is worth purchasing. According to the elaboration likelihood model, A. Clara will experience more cognitive dissonance than Joyce. B. Joyce will experience less social facilitation than Clara. C. Clara will have a more enduring attitude toward the software than Joyce. D. Joyce will have a more enduring attitude toward the software than Clara.

Answer 1

The correct answer is C) Clara will have a more enduring attitude toward the software than Joyce.

According to the elaboration likelihood model, Clara will have a more enduring attitude toward the software than Joyce.

When advertisers use the Elaboration Likelihood Model (EML), they want to know the way their customers can be persuaded according to the different types of appeal.

In 1986, Petty and Cacioppo established two ways in which the brain can be persuaded. The first one was known as the Central Route. Using this way, advertisers are going to use logic and explanations to try to convince the customer. The second way was the Emotional Route. In this case, advertisers are going to prefer the appeal to emotions to convince customers.

In the case of the example, Clara listens carefully to the content of an infomercial for a new software package. That is why she will have a more enduring attitude toward the software than Joyce because she is thinking about the benefits of the product. On the other hand, Joyce focuses on the fact that three different celebrity endorsers are really excited about the software package. So Joyce is moved by the emotion by knowing that three famous personalities are endorsing the product, not by the benefits of the product itself.