According to people are more likely to carefully evaluate a persuasive message when their motivational state is high, and when they have the ability or knowledge to evaluate the information.

Elaboration likelihood model

Explanation:

Elaboration likelihood model is defined as a theory of persuasion that suggested that persuasive messages has a kind of leverage on individuals' attitudes by two different routes, central or peripheral.

It further stated that, in a situation where by there is high motivation and ability to process messages, the individual involved often go the central route. However, when such individual has neither motivation or the ability to process the message, there is tendency to take the peripheral route.

Hence, According to ELABORATION LIKELIHOOD MODEL, people are more likely to carefully evaluate a persuasive message when their motivational state is high, and when they have the ability or knowledge to evaluate the information.

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