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Elaboration likelihood model

The Elaboration Likelihood Model describes two routes to changing attitudes: central and peripheral. The central route involves carefully considering the message's arguments and is more likely to result in lasting attitude change. The peripheral route involves less critical message analysis and can be influenced by superficial factors like likability or rewards. While initially popular, the ELM has been criticized for being less predictive and not accounting for how most messages are processed peripherally through cues and emotions.

Presentations & Public Speaking◦
Elaboration-Likelihood Model By Vishnu Achutha Menon
Introduction ● The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. ● The ELM was developed by Richard E. Petty and John Cacioppo in 1980 from Chicago University ● The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.
Elaboration-Likelihood Model
Central Route 1. Central route processing involves a high level of elaboration. Here, the audience scrutinizes the message’s contents (rather than reads casually) because of a high motivation level. 2. Users know what’s important to them; consequently, they will invest in examining a credible design’s message. 3. So, if users are persuaded via central route processing, they will have focused on the message’s strengths. Because they’ll be reckoning so much on what the message is telling them.
Peripheral route 1. Peripheral route processing involves a low level of elaboration. The user isn’t scrutinizing the message for its effectiveness. As such, other factors can influence him/her, including distractions. 2. These include such users as those who know that they want an item, but do not know much about the detail of that item. 3. For example, someone wanting “a new laptop that’s good but cheap” is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops.
Applications 1. Advertising and marketing 2. In healthcare 3. In e-commerce 4. In politics
Criticisms 1. Most messages processed peripherally. 2. Tangible rewards, others’ reactions, and source credibility (likeability, character, expertise), emotionally engaging, are important. Some cues inhere in the listener (e.g. mood). 3. More likely to be short-lived. 4. Theory grown unwieldy, less predictive.
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