A strong argument will change attitudes primarily through which route according to the Elaboration Likelihood Model?

The Elaboration Likelihood Model (ELM) posits that there are two primary routes through which persuasive communication can lead to attitude change: the central route and the peripheral route. When a strong argument is presented, individuals are more likely to engage in deep cognitive processing of the message, which is characteristic of the central route. This route involves careful scrutiny of the content and quality of the arguments being made, leading to more enduring attitude change.

However, the ELM also recognizes that the peripheral route can influence attitudes, especially when individuals are not motivated to process the information deeply or when they are distracted. In cases where arguments are strong, they can also affect individuals using the peripheral cues, such as the attractiveness of the speaker or the emotional appeal of the message.

Thus, a strong argument tends to promote attitude change through both routes. While the central route is primarily responsible for lasting change due to thoughtful consideration, the peripheral route can also play a role, leading to a more nuanced understanding of how attitudes can be shaped. Therefore, the option indicating both routes reflects the model's flexibility in describing how persuasive messages can work under varying conditions of motivation and ability to process the information.