Elaboration Likelihood Model

Introduction

• The Elaboration Likelihood Model (ELM) is a theory of persuasion or attitude change.
• Proposes two routes of persuasion: central route and peripheral route.
• Elaboration refers to the amount of conscious thought put into making a decision.
• High elaboration involves careful weighing of information; low elaboration involves minimal conscious thought.

Development

• Developed by Richard E. Petty and John Cacioppo in 1980.
• Aims to address conflicting results in previous persuasion theories.

Processing Routes

Central Route Processing

• Utilized when elaboration is high.
• Involves careful listening and evaluation of messages.
• Requires conscious thought and critical thinking.
• Views formed are long-lasting and likely to influence behavior.

Peripheral Route Processing

• Utilized when elaboration is low.
• Decisions are made based on cues, rules of thumb, or observations.
• Requires less conscious effort and thought.
• Allows quick decisions for minor issues, freeing time for important decisions.

Factors Influencing Route Choice

• Motivation: Desire to process information.
  • Example: Personal interest in new tax changes.
• Ability: Capacity to understand the message.
  • Factors: Knowledge, environment noise.
• Opportunity: Time available to process the message.
  • Ability to engage with the message.

Application Example: Marketing

• Central Route: Ads focusing on product features and benefits.
  • Example: Highlighting shampoo's formula and natural ingredients.
• Peripheral Route: Ads using influencers and celebrities.
  • Example: Showing admired personalities using the product.

Pros and Cons of ELM

Advantages

• Provides a framework for assessing persuasion methods.
• Allows for simultaneous use of central and peripheral routes.

Disadvantages

• Does not specify which persuasion route to use.
• Assumption that central route attitudes are stronger.
• Lack of guidance for persuading low elaborators.
  • Example: Conflicting advertising elements may affect decisions.

Summary

• ELM explains persuasion through central and peripheral routes based on elaboration level.
• Central route involves conscious cognition; peripheral route involves influence by cues and observations.