personal strategies may also influence which route to take or how deeply infomation is processed. for example, a trial and error strategy is likely to end up on the peripheral route, though the motivation or involvement may be high.
How exactly we will determine if elaboration is high or low? Just saying "if one or more of motivation, attitude or opportunity is low then one should use a peripheral route" is a little vague and confusing when one is actually going to apply this model. If this is the case, many will fall under the peripheral route. No one will have a high elaboration on all of these (Motivation, Attitude & Opportunity) even if its there only a very few will have it.
What happens if someone uses peripheral route processing to make a decision but they get 'locked into it', like she falls pregnant because of a one-night fling or someone makes a bad financial investment or they fall into a decision but social pressure makes it difficult to change their mind or exit the position?
When one or more of motivation, ability and opportunity is missing or low then we are going to process via peripheral route. I dont get this part because i want to make a questionnaire using this model where i am going to make questions relating to each of these independent variables (motivation, ability and opportunity) But i feel that many will have a low elaboration on atleast one variable. So that means many of the respondents will automatically fall under peripheral route. I have read other matierials regarding this model but i have not once seen or read how to deteremine if a person has a high or low elaboration. It only makes sense if we have to make a separate question for central and peripheral route processing. Can someone please explain this model to me
Such a relief. This videos explains the model thoroughly in less than 10 minutes. Thank you
Thankyou I needed this for a paper. Im sick of reading defintions so its nice to have someone explain it thru video. Cheers again
Thanks! Learned this concept from the Marketing Communciation course, but didn't really understand. Now, I do!
Best video that explains this concept
personal strategies may also influence which route to take or how deeply infomation is processed. for example, a trial and error strategy is likely to end up on the peripheral route, though the motivation or involvement may be high.
How exactly we will determine if elaboration is high or low? Just saying "if one or more of motivation, attitude or opportunity is low then one should use a peripheral route" is a little vague and confusing when one is actually going to apply this model. If this is the case, many will fall under the peripheral route. No one will have a high elaboration on all of these (Motivation, Attitude & Opportunity) even if its there only a very few will have it.
What happens if someone uses peripheral route processing to make a decision but they get 'locked into it', like she falls pregnant because of a one-night fling or someone makes a bad financial investment or they fall into a decision but social pressure makes it difficult to change their mind or exit the position?
When one or more of motivation, ability and opportunity is missing or low then we are going to process via peripheral route. I dont get this part because i want to make a questionnaire using this model where i am going to make questions relating to each of these independent variables (motivation, ability and opportunity) But i feel that many will have a low elaboration on atleast one variable. So that means many of the respondents will automatically fall under peripheral route. I have read other matierials regarding this model but i have not once seen or read how to deteremine if a person has a high or low elaboration. It only makes sense if we have to make a separate question for central and peripheral route processing. Can someone please explain this model to me
Such a clear explanation and video. Thank you!
Thank you!
absolutely great!
Thanks a lot!
👍
Great video. Thank you!
Thank u
Sir can you make some execution framework.
The low motivation model appears to be a "get back on track" subroutine