The ELM model has two basic routes.
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Reading: Chapters 1, 2, & 3
Elaboration Likelihood Model
Include course terms and concepts from the required text reading, weekly lecture, and video viewings to answer the following discussion question.
The ELM model has two basic routes. They represent the ends of an “elaboration continuum” and qualitatively different modes of information processing. Describe the Elaboration Likelihood Model (ELM) in your own words. What are the conditions under which one route is more effective than another? What does effective mean?
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