In the Central Route of ELM, which behavior characterizes the receiver?

The Central Route of the Elaboration Likelihood Model (ELM) is characterized by a high level of engagement and cognitive effort from the receiver. When a receiver is utilizing the Central Route, they invest time and energy in carefully analyzing and evaluating the information presented to them. This involves critical thinking, where the receiver scrutinizes the argument's quality, the logic behind it, and the credibility of the sources.

In this context, the correct behavior of the receiver is engaging in careful consideration and evaluation. This thorough analysis often leads to more enduring attitude changes, making information processed through this route more likely to influence the receiver's long-term beliefs and behaviors.

In contrast, superficial processing, reliance on emotional responses, and snap judgments are indicative of the Peripheral Route in ELM, where the receiver does not engage deeply with the message and instead looks for quick cues or emotional appeals. The Central Route, therefore, stands out for its focus on detailed and reasoned analysis.