Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Mr. Arindam Bhattacharjee, profile picture
Uploaded byMr. Arindam Bhattacharjee
PPTX, PDF10,783 views

Elaboration likelihood model (ELM)

The Elaboration Likelihood Model (ELM) describes two routes to persuasion - the central route and peripheral route. The central route involves thoughtful consideration of arguments and leads to enduring attitude change. The peripheral route involves superficial cues like likability and does not involve deep thinking, so attitude change may not last. The ELM also states that variables like motivation and ability determine which route is used, and a given variable can influence persuasion through different processes depending on the situation.

Leadership & Management◦
Elaboration Likelihood Model (ELM) of Persuasion Prepared by : Arindam Bhattacharjee Research Intern at IIM Kozhikode MBA 1st year, NIT Rourkela
Introduction Elaboration Likelihood Model Deals with persuasion Describes the change of attitudes Two major routes: Central route Peripheral route
Persuasion by central route Central route Thoughtful consideration of given argument /message leads to persuasion Message elaboration is high Attitude change would be enduring and resistant
Persuasion by peripheral route Peripheral route Persuasion results from a person's association with positive or negative cues in the stimulus Cues will involve factors such as the credibility or attractiveness of the sources of the message The likelihood of elaboration will be determined by an individual's motivation and ability to evaluate the argument being presented Cues received by the individual under the peripheral route are generally unrelated to the logical quality of the stimulus
Cues associated with peripheral route Cues Reciprocation “You owe me” Consistency “We’ve always done it that way” Social proof “Everybody’s doing it” Liking “Love me, love my ideas” Authority “Just because I say so” Scarcity “Quick, before they’re all gone”
Key points ELM The ELM holds that the same variables that can be processed as arguments or as cues can sometimes determine how much thinking occurs. Any content variable could induce attitude change through multiple processes. According to the ELM, if conditions encourage thinking, then variables can impart some bias to the ongoing processing. A small number of mechanisms by which any given variable can produce attitude change. Any one variable (i.e., whether source, message, recipient, or context) can affect attitudes by different processes in different situations. The ELM also holds that, in addition to serving as arguments and cues, variables can influence persuasion by affecting the amount and the direction of thinking.
ELM diagram
In short… • The central route is used when the message recipient has the motivation as well as the ability to think about the message and its topic. • Two advantages of the central route are that attitude changes tend to last longer and are more predictive of behavior than the changes from the peripheral route. Central route • The peripheral route is used when the message recipient has little or no interest in the subject and/or has a lesser ability to process the message. • Being at the low end of the elaboration continuum, recipients do not examine the information very thoroughly. Peripheral route
Patriotism and peripheral cues Patriotism has been implied in the photo ; a classic example of peripheral cue.
Alcohol ads and peripheral processing • American children view 2,000 beer and wine commercials per year (American Academy of Pediatrics, 1995). • Beer advertisements are a significant predictor of adolescent preference for beer brands (Gentile, 2001). • 56% of students in grades 5-12 say that alcohol advertising encourages them to drink (American Academy of Pediatrics, 2001).
Determinants of route Determinants Motivation Attitudes Personal relevance Need for cognition Ability Availability of cognitive resources Distractions Familiarity with relevant subject
Role of argument(s) Argument Strong Change is persistent over time Individual resists counter persuasion Weak Boomerang effect;rejection
4 Fundamental processes in ELM Simple cue under conditions in which thinking is low. Serving as a piece of substantive evidence (i.e., an argument). Biasing the ongoing thinking when processing is high. Affecting the extent (amount) of information processing when thinking is unconstrained.
4 Pillars of ELM The ELM argues that when a person encounters some form of communication, they can process this communication with varying levels of thought (elaboration), ranging from a low degree of thought (low elaboration) to a high degree of thought (high elaboration). The ELM predicts that there are a variety of psychological processes of change that operate to varying degrees as a function of a person's level of elaboration. The ELM predicts that the degree of thought used in a persuasion context determines how consequential the resultant attitude becomes. The ELM also predicts that any given variable can have multiple roles in persuasion, including acting as a cue to judgment or as an influence on the direction of thought about a message. The ELM holds that the specific role by which a variable operates is determined by the extent of elaboration.
Variables Variables Motivation Ability Attractiveness Mood Expertise A variable is essentially anything that can increase or decrease the persuasiveness of a message.
Conclusion Note For an individual intent on forming long-lasting beliefs on topics, the central route is advantageous by the fact that arguments are scrutinized intensely and that information is unlikely to be overlooked. However, this route uses a considerable amount of energy, time, and mental effort. It is not worthwhile to exert considerable mental effort to achieve correctness in all situations and people do not always have the requisite knowledge, time, or opportunity to thoughtfully assess the merits of a proposal. For those, the use of the peripheral route excels at saving energy, time, and mental effort. This is particularly advantageous in situations in which one must make a decision within a small time constraint. On the other hand, the peripheral route is prone to errors in judgment, at least in attributing reasons for behaviors.
References • Elaboration likelihood model, https://en.wikipedia.org/wiki/Elaboration_likelihood_model, accessed on 18th May 2017. • Richard E. Petty et al, “Persuasion: From Single to Multiple to Metacognitive Processes” (2008),Perspectives on psychological science.
THANKS