Elaboration Likelihood Model

Introduction

• Definition: A theory of persuasion/attitude change.
• Proposes: Two ways people can be persuaded.
• Elaboration: Refers to the amount of conscious thought in decision-making.
• High Elaboration: Careful weighing of information before decision.
• Low Elaboration: Little to no conscious thinking in decision-making.

Development of the Model

• Developed by: Richard E. Petty and John Cacioppo in 1980.
• Purpose: To explain conflicting results in previous persuasion theories.

The Model

• Routes of Processing:
  • Central Route Processing: High elaboration.
  • Peripheral Route Processing: Low elaboration.
• Determining Factors:
  • Motivation: Desire to process a message.
  • Ability: Capability to understand a message.
  • Opportunity: Time to receive and process a message.

Factors Explained

Motivation

• High: Desire to process (e.g., personal impact of tax relief).
• Low: Little personal relevance.

Ability

• High: Knowledgeable or in a conducive environment.
• Low: Lack of knowledge or in a noisy environment.

Opportunity

• High: Available time to process information.
• Low: Lack of time.

Processing Routes in Detail

Central Route Processing

• Characteristics: Conscious thought, careful evaluation of pros and cons.
• Requirements: High motivation, ability, and opportunity.
• Results: Long-lasting views, consistent behavior with formed attitudes.

Peripheral Route Processing

• Characteristics: Minimal conscious thought, decisions based on cues, rules of thumb, or observations.
• Importance: Efficient for minor decisions, frees up time for significant decisions.
• Results: Less stable attitudes.

Integration of Both Routes

• Coexistence: Can use both routes simultaneously.
• Sliding Scale: Not binary, can partially employ both routes.

Example: Marketing Campaign

• Scenario: Selling a new shampoo brand.
• Central Route: Ads highlighting unique formula and natural ingredients.
• Peripheral Route: Ads featuring celebrities/social media influencers.

Pros and Cons

Advantages

• Provides a framework for assessing persuasion methods.
• Can use both central and peripheral persuasion concurrently.

Disadvantages

• Does not prescribe the best persuasion route.
• Assumes central route attitudes are stronger and more stable.
• No clear guidance for persuading low elaborators.

Summary

• Theory: Explains two routes of persuasion.
• Central Route: High elaboration, conscious cognition.
• Peripheral Route: Low elaboration, influenced by cues.

End of Lesson