Which scenario exemplifies the Peripheral Route of ELM?

The scenario that exemplifies the Peripheral Route of the Elaboration Likelihood Model (ELM) is characterized by the use of superficial cues to influence attitudes rather than a deep engagement with the content of the message. The peripheral route involves processing information based on external cues, such as the attractiveness or likability of a source, rather than the message itself.

In this case, an ad that shows a likable celebrity endorsing a weak message is a classic example of this route. The likability of the celebrity acts as a peripheral cue that may lead consumers to have a positive attitude towards the product, even if the underlying message lacks strong arguments or substantial information. This relies on simpler associations rather than critical thinking or analytical processing of the information presented.

The effectiveness of this approach is rooted in the fact that consumers may not fully engage with the message but instead respond to how the advertisement makes them feel or who is presenting it. This aligns perfectly with the characteristics of the Peripheral Route, where the decision-making process is more influenced by emotional responses than by careful evaluation of the message's content.