Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if customers have:

Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if customers have:

  • NO motivation to elaborate and NO ability to elaborate.
  • The motivation to elaborate and the ability to elaborate.
  • The motivation to elaborate but NO ability to elaborate.
  • The ability to elaborate but NO motivation to elaborate.

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