Communication Theory

1. Elaboration-Likelihood Model
By
Vishnu Achutha Menon

2. 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.

4. Elaboration-Likelihood Model

5. 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.

6. 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.

7. Applications
1. Advertising and marketing
2. In healthcare
3. In e-commerce
4. In politics

8. 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.

9. Thank you