Elaboration Likelihood Model

Introduction

• The model explains how people process information and make decisions.
• Elaboration: Thinking deeply and thoroughly about information.
• Purpose: Determines how likely a person is to elaborate or think deeply about what they read, see, and hear.

Key Concepts

Central Route Processing

• Definition: Involves detailed consideration of the information.
• Example: When buying a car, a person researches thoroughly, evaluates information from various sources, and deliberates on what is best.
• Characteristics:
  • High involvement in information processing.
  • Focus on the core details of the message.

Peripheral Route Processing

• Definition: Involves making decisions based on superficial cues rather than deep understanding.
• Example: Buying a car because it looks nice or is recommended by a friend.
• Characteristics:
  • Low involvement in information processing.
  • Influenced by peripheral cues like attractiveness, endorsement by others, or simple heuristics.

Influencing Factors

• Individual Differences: Some people are naturally inclined to use one route over the other.
• Situational Factors: Even those who normally use central route may switch to peripheral route under certain conditions.
  • Influence by authoritative or attractive figures.
  • Situations where quick decisions are necessary.

Conclusion

• Elaboration likelihood is about determining which route (central or peripheral) a person will use in processing information.
• The choice of route affects the depth of thinking and the quality of the decision-making process.