Elaboration Likelihood Model Flashcards, test questions and answers

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What is Elaboration Likelihood Model?

The Elaboration Likelihood Model (ELM) is a dual-process communication model developed by Richard Petty and John Cacioppo in 1986. It aims to explain how people process information when exposed to persuasive messages, focusing on the cognitive and affective responses that occur. The ELM states that individuals can be persuaded through two routes: the central route or the peripheral route of persuasion. The central route involves an individual thinking deeply about a message’s content and deciding whether they agree or disagree with it based on its merits. This requires time, effort, and motivation, as well as a greater understanding of the message than is needed for the peripheral route. People who take this route are more likely to be influenced by strong evidence presented in logical arguments rather than by superficial cues such as source credibility or attractiveness. In contrast, taking the peripheral route does not require much thought but instead relies on simple cues from external sources such as physical attractiveness or expertise of speakers to influence attitudes towards a particular issue. Individuals who take this path are less likely to scrutinize messages critically and thus may be more easily swayed without forming their own opinion on an issue. They may also react differently depending on their initial predisposition towards the topic being discussed; if they have positive feelings toward something then they will generally accept favorable claims while rejecting unfavorable ones regardless of quality of evidence presented. Overall, the ELM provides an important framework for understanding how people respond to persuasive communications and can inform strategies used by marketers seeking to influence consumer behavior via advertising campaigns and other forms of marketing communication tools.