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Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) is a theory that describes how attitudes can change through central and peripheral routes of persuasion. The central route involves carefully considering argument quality and relevance, resulting in attitudes that are enduring and resistant to counterarguments. The peripheral route involves paying less attention to the message and being influenced more by superficial factors, forming attitudes that are less stable and more open to change. The level of elaboration, or effort of evaluation, determines whether the central or peripheral route is taken.

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Christle Pearl
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573 views13 pages

Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) is a theory that describes how attitudes can change through central and peripheral routes of persuasion. The central route involves carefully considering argument quality and relevance, resulting in attitudes that are enduring and resistant to counterarguments. The peripheral route involves paying less attention to the message and being influenced more by superficial factors, forming attitudes that are less stable and more open to change. The level of elaboration, or effort of evaluation, determines whether the central or peripheral route is taken.

Uploaded by

Christle Pearl
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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* ELABORATION

LIKELIHOOD MODEL
Hafiza Javaria & Shaista
Walait
*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, a
distinguished psychology professor at Chicago
University in mid 1970s.
*Definition
The Elaboration Likelihood Model attempts to
explain how attitudes are shaped, formed and
reinforced by persuasive arguments.
The basic idea is that when someone is presented
with information, some level of “elaboration”
occurs.
*Elaboration
Elaboration, in this context, means the effort
someone makes to evaluate, remember, and
accept (or reject) a message.
 The model suggests that people express either
high or low elaboration (that is, their level of
effort) when they encounter a persuasive
message.
 The level of elaboration then determines which
processing route the message takes: central or
peripheral.
*Two Routes of
Persuasion

 Central route processing (high level of


elaboration
 Peripheral route processing (low level of
elaboration)
*Central Route Processing
Central route processing means your audience cares
more about the message. They’ll pay more attention
and scrutinize the quality and strength of the
argument. Any attitudes formed or reinforced this way
are thought to be more enduring and resistant to
counter-arguments.
If the receiver is motivated and able to elaborate
(ability) on the message and if there are compelling
arguments to use, then the central route to persuasion
should be used. 
*Factors Effect on
Elaboration in
(CRP)

Researchers have explored two main factors:

 Motivation
 Ability
* Motivation * Ability
* Motivation is often * For central route
influenced by the processing to occur, your
relevance of a topic to message must be in line
an individual. A user with the thinking abilities
who feels directly of your audience. If an
impacted by a topic is individual does not have
more likely to process a the mental ability to
message through the process your message,
they will not be able to
central route.
critically evaluate it.
* You can account for this * if you want to effectively
in your own work with a persuade someone, your
strong message that message actually has to
shows your users why be conveyed in a way
your product is relevant they understand.
to their lives.
*Peripheral Route
Processing
Peripheral route processing means your audience pays
less attention to the message itself while being
influenced by secondary factors, such as source
credibility, visual appeal, presentation, and enticements
like food, sex, and humor. Attitudes formed or
reinforced this way are thought to be less enduring,
subject to change through counter-arguments.
If the receiver is unlikely to elaborate the message, or if
the available arguments are weak, then the peripheral
route to persuasion should be used.
  Central route processing Peripheral route processing

Elaboration High Low

Contents of message are closely examined Receiver is influenced by factors other


Information processing
by the receiver than the contents of the message

Will change or be reinforced based on Might change or be reinforced based on


Attitude message characteristics such as strength of the effectiveness of factors other than the
argument and relevancy message

More enduring and less subject to Less enduring and subject to change
Strength of attitude formed/reinforced
counterarguments through future persuasive messages
*THANK YOU

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