McAlister, Anna R.; Bargh, Danielle - In: Young Consumers 17 (2016) 3, pp. 210-225
Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for...