Explain how involvement in a purchase situation affects the amount of cognitive elaboration a consumer will use, which can affect a marketer's success in altering the consumer's attitudes

Be sure to mention each of the two routes to persuasion in your response.

The elaboration likelihood model suggests there are two routes to persuasion: a central route and a peripheral route. The amount of cognitive elaboration related to the processing of information received via each route is different. When a purchase is important, or high involvement, a consumer will engage in more information search and evaluation. Therefore, they will process information via the central route to persuasion and use cognitive processing of message arguments. On the other hand, low-involvement purchases will require less thought and information processing, so the consumer is less motivated to exert cognitive effort. Learning occurs through repetition, the passive processing of visual cues, and holistic perceptions. Low-involvement purchases are more likely to provoke consumers to apply simple decision rules, while high-involvement purchases are more likely to provoke consumers to use attribute-based information to evaluate options.