Elaboration Likelihood Model

Definition

The Elaboration Likelihood Model (ELM) is a psychological theory that explains how people process persuasive messages and how this affects their attitudes. It posits that there are two main routes to persuasion: the central route, which involves careful and thoughtful consideration of the arguments presented, and the peripheral route, which relies on superficial cues like the attractiveness of the source or emotional appeals. This model highlights the role of motivation and ability in determining which route a person takes when encountering persuasive information.

5 Must Know Facts For Your Next Test

1. The ELM suggests that the effectiveness of a persuasive message depends on how much a person is motivated and able to process that message.
2. When using the central route, individuals are more likely to form strong, enduring attitudes because they actively engage with the material.
3. The peripheral route often results in temporary attitude changes, as these are based on superficial factors rather than a thorough evaluation of content.
4. Media and advertising can effectively use ELM by tailoring messages to either route based on the audience's motivation and ability to process information.
5. Understanding ELM can help marketers and communicators craft strategies that resonate better with their target audiences by choosing appropriate cues for persuasion.

Review Questions

• How does the Elaboration Likelihood Model differentiate between the central and peripheral routes to persuasion?
  • The Elaboration Likelihood Model differentiates between the central route and peripheral route based on the depth of processing involved. The central route is used when individuals are motivated and able to think critically about a message, leading to deeper engagement with its content. In contrast, the peripheral route occurs when individuals lack motivation or ability to process information thoroughly, resulting in reliance on superficial cues like source attractiveness or emotional appeal.
• Discuss how media can utilize the Elaboration Likelihood Model to shape public opinion effectively.
  • Media can leverage the Elaboration Likelihood Model by creating content that targets either the central or peripheral routes of persuasion depending on their audience's characteristics. For audiences that are likely to engage deeply, media outlets can present well-researched arguments and statistics to facilitate central processing. On the other hand, when targeting audiences less inclined to engage thoughtfully, they might use catchy slogans, celebrity endorsements, or emotional storytelling to influence perceptions through peripheral processing.
• Evaluate the impact of influencer marketing through the lens of the Elaboration Likelihood Model and how it affects consumer behavior.
  • Influencer marketing illustrates the Elaboration Likelihood Model in action by employing both central and peripheral routes. Influencers can promote products by providing detailed information and personal testimonials that engage consumers through the central route. Alternatively, they might also rely on their social status and visual appeal to attract attention via the peripheral route. This dual approach can lead to significant shifts in consumer behavior, as followers may develop strong positive attitudes towards products based on either thorough evaluation or superficial impressions fostered by influencers.

Related terms

Central Route: The path of persuasion where individuals engage deeply with the content of a message, leading to lasting attitude change.

Peripheral Route: The path of persuasion that involves minimal cognitive effort, relying on superficial cues rather than the quality of arguments.

Cognitive Dissonance: A psychological phenomenon where an individual experiences discomfort due to holding conflicting beliefs or attitudes, often leading to attitude change.