Question

1. jania is thinking about buying a new car. she sees a commercial with her favorite actress promoting a car she previously had not really liked. she tells her friends that this is the car she wants to buy.

1a. based on the elaboration likelihood model, what category of cues in the commercial might she have been persuaded by? (select one answer)
a. source credibility of the spokesperson
b. quality of the arguments in the commercial
c. social proof
d. emotion.
1b. based on the elaboration likelihood model, this attitude change will be (select one answer)
a. lasting
b. temporary

1. later jania hears about a change that niu wants to make in terms of graduation requirements. since she is only a freshman at niu, any change will affect her. she asks her advisor about it and her advisor forwards her the article from the northern star presenting a case for the change in requirements.

Explanation:

For 1a:

• The Elaboration Likelihood Model (ELM) has two routes - central (high elaboration) and peripheral (low elaboration).
• When cues are based on a source (like a favorite actress promoting a car), it's a peripheral cue. Source credibility is a peripheral - route cue in ELM.

For 1b:

• Since Jania is a freshman and asks her advisor (a knowledgeable source in an academic context related to graduation requirements), and the change is based on an expert's (advisor's) opinion (social proof - an expert in the academic field), and she is likely to follow this advice as a student seeking academic guidance. Also, the change is likely to be lasting as it is related to her academic program (a long - term academic pursuit).

Answer:

1a. A. Source Credibility
1b. A. lasting