Elaboration Likelihood Model

Definition

The Elaboration Likelihood Model (ELM) is a psychological theory that explains how people are persuaded to change their attitudes or behaviors through two main routes: the central route and the peripheral route. The model suggests that the effectiveness of a persuasive message depends on the individual's level of involvement and motivation to process the information. When people are highly motivated, they are more likely to engage in deep thinking about the message, leading to lasting attitude change. Conversely, if they are less motivated, they may rely on superficial cues, like emotional appeals or the attractiveness of the presenter.

5 Must Know Facts For Your Next Test

1. The ELM was developed by Richard E. Petty and John Cacioppo in the 1980s as a framework for understanding how persuasive communication works.
2. Messages processed through the central route tend to result in more enduring attitude changes compared to those processed through the peripheral route.
3. Factors such as personal relevance, prior knowledge, and cognitive resources can influence whether an individual uses the central or peripheral route.
4. Emotional appeals can be effective in capturing attention and influencing decisions but may not lead to long-term behavior changes if processed via the peripheral route.
5. Health campaigns can strategically use both routes by providing solid evidence for health-related messages while also incorporating emotional storytelling elements.

Review Questions

• How do central and peripheral route processing differ in their impact on attitude change according to the Elaboration Likelihood Model?
  • Central route processing involves deep engagement with a message's content, leading to lasting attitude changes when individuals are highly motivated. In contrast, peripheral route processing relies on superficial cues, such as the attractiveness of the speaker or emotional appeals, resulting in temporary changes. Understanding these differences helps in crafting more effective health messages that can either foster enduring change through substantial arguments or quickly grab attention through appealing visuals.
• What role does motivation play in determining whether an individual will process a persuasive health message through the central or peripheral route?
  • Motivation is a critical factor that influences which processing route an individual will take when confronted with a persuasive message. If a person feels that the message is relevant to their own life or health, they are more likely to engage with it deeply using central route processing. Conversely, if they are less interested or feel overwhelmed, they may resort to peripheral route processing, relying on simpler cues rather than critically analyzing the information presented.
• Evaluate how understanding the Elaboration Likelihood Model can improve strategies for designing health campaigns aimed at behavior change.
  • Understanding the Elaboration Likelihood Model allows health campaign designers to tailor their messages based on audience characteristics and context. By incorporating elements that encourage central route processing—such as solid data and logical arguments—campaigns can foster lasting behavioral change among highly motivated audiences. At the same time, leveraging emotional appeals and relatable storytelling can effectively engage those who might otherwise only process information through the peripheral route. This dual approach ensures that messages resonate with a broader audience and facilitate healthier choices.

Related terms

Central Route Processing: A method of persuasion where individuals carefully consider the arguments presented in a message, leading to lasting attitude change.

Peripheral Route Processing: A method of persuasion where individuals are influenced by superficial cues rather than the content of the message, resulting in temporary attitude change.

Cognitive Dissonance: A psychological phenomenon where individuals experience discomfort due to conflicting beliefs or behaviors, often leading them to change their attitudes to reduce dissonance.