Elaboration Likelihood Model (ELM)

Overview

• The ELM is a dual process model of persuasion.
• Important for both theoretical and practical applications in social psychology.
• Used by researchers and practitioners to influence target audiences.

Key Concepts

Elaboration

• Definition: Involves the extent of thinking or cognitive processing that occurs when receiving a persuasive message.
• High Elaboration: Involves a lot of thinking and consideration of the message.
• Low Elaboration: Involves minimal cognitive processing, focusing on superficial aspects.

Likelihood

• Definition: Refers to the probability or chance that someone will engage in elaboration when presented with a persuasive message.
• Factors affecting likelihood include personal relevance and importance of the topic.

Routes of Persuasion

Central Route

• Used when motivation and ability to think are high.
• Individuals carefully evaluate the arguments presented.
• Outcomes tend to result in enduring attitude changes.
• Example: Persuasion regarding tuition fee increases, where students care about the topic.

Peripheral Route

• Used when motivation or ability to think is low.
• Individuals respond to superficial cues rather than the arguments.
• Outcomes tend to result in weak and temporary attitude changes.
• Example: Ad featuring an attractive model persuades based on appearance rather than content.

Factors Influencing Elaboration

Motivation to Think

• Personal relevance increases motivation.
• Study example: Students cared more about messages related to tuition fees due to immediate impact.

Ability to Think

• Distractions can impair ability to process messages.
• Study example: Distraction during a message presentation reduces ability to engage with strong or weak arguments.

Need for Cognition

• Personality trait indicating a preference for engaging in mental activities.
• Higher need for cognition leads to greater motivation to process information deeply.

Reactance Theory

• Individuals resist persuasion attempts that threaten their freedom to choose.
• Boemerang Effect: If freedom is threatened, individuals may do the opposite of what they are persuaded to do.
• Example: Signs in a bathroom; "Do not write" vs. "Please do not write" showed different levels of graffiti due to perceptions of freedom.

Conclusion

• Understanding the ELM helps in crafting effective persuasion strategies.
• Determine the appropriate route of persuasion based on audience motivation and ability to think.
• Aim for central route to create lasting attitude change.