The document discusses the Elaboration Likelihood Model (ELM), which is a model of persuasion. The ELM explains that there are two routes through which persuasive messages are processed: the central route and the peripheral route. The central route involves a high level of receiver involvement and motivation to analyze the message carefully. The peripheral route involves low receiver involvement and uses things like catchy tunes, colors, and celebrity endorsements to grab attention without careful message analysis. The ELM helps determine what types of messages and techniques will work best for different audiences depending on their level of involvement in the topic.

1. Elaboration likelihood model Courtney Collins

2. Elaboration Likelihood Model?¿? I don’t flippin’ know!!

3. Elaboration Likelihood Model?¿? I don’t flippin’ know!! No need to get all in a tizzy Napoleon….I’ll explain it in a way even you will understand….

4. Persuasion plays a role in our everyday lives.

5. From the time we were toddlers….

6. From the time we were toddlers…. (“Can I have another tot mom? Please, please, pleeease?”)

7. … to our present and future

8. … to our present and future (“Napoleon, give me some of your tots.”)

9. Persuasion is all around us.

10. Depending on the message, persuasion tactics vary.

11. GOSH!! Get to the freakin’ point! ……… Ugh! and bring me some tots while your at it!

12. A model used as a principle in persuasion work is the Elaboration Likelihood Model (ELM)

13. Created by Richard E Petty and John T Cacioppo.

14. ELM explains how a persuasive message changes attitude.

15. There are routes through which persuasive messages are processed

16. Central Route & Peripheral Route

17. 1 st route: Central provides complete information and is straightforward

18. possess a high level of receiver involvement 1 st route: Central Which means…..

19. the receiver must actually care about & be related to the subject. 1 st route: Central

20. Because of its importance to them, the message will be evaluated thoroughly. 1 st route: Central

21. receiver has high motivation to analyze the message 1 st route: Central

22. will not make the effort to consider it. not directly affected by the message Message receiver =

23. GEEEZ I just don’t understand!!

24. Don’t worry Napoleon! Maybe you will get it after I explain the 2 nd route…….

25. focus on practically everything but the message itself. 2 nd route: Peripheral

26. 2 nd route: Peripheral uses means like catchy tunes, colors, and celebrity endorsements.

27. grabs attention by….. 2 nd route: Peripheral

28. making the receiver think about something they are already familiar with And…..

29. has positive thoughts about

30. low level of receiver involvement 2 nd route: Peripheral Receiver has low motivation +

31. HECK YES!! I understand now!!

32. Critics say….

33. ELM is unclear with the conditions on which information processing persons are engaging in. Critics say….

34. Critics ask…. Is the person engaging in central processing, peripheral processing or both?

35. ELM helps distinguish what types of messages work for specific audiences.

36. Used wisely, ELM can be a very helpful tool in persuasion technique.

37. After all, what is a message worth if it is not intended to be persuasive?