Elaboration likelihood model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how people are persuaded through two main routes: the central route and the peripheral route. The central route involves careful and thoughtful consideration of the message, leading to lasting attitude change, while the peripheral route relies on superficial cues, such as attractiveness or credibility of the source, resulting in temporary attitude shifts. Understanding this model helps in recognizing how ethical considerations, theories of persuasion, and effective delivery techniques can influence persuasive communication.

5 Must Know Facts For Your Next Test

1. The elaboration likelihood model suggests that the likelihood of elaboration depends on a person's motivation and ability to process persuasive information.
2. In the central route, individuals are more likely to scrutinize arguments and evidence presented, leading to stronger and more enduring changes in beliefs.
3. The peripheral route can be influenced by factors such as the speaker's attractiveness or expertise, which can lead to quick but less stable attitude changes.
4. The ELM highlights the importance of tailoring messages depending on the audience's level of involvement with the topic for effective persuasion.
5. Ethical persuasive communication should consider both routes of the ELM to avoid manipulation and ensure that audiences are genuinely informed.

Review Questions

• How do the central and peripheral routes of persuasion differ in their approach to changing attitudes?
  • The central route focuses on deep processing where individuals carefully analyze the message and its arguments, which typically leads to more durable attitude changes. In contrast, the peripheral route relies on superficial factors like the attractiveness or credibility of the source. This approach may result in quicker but less enduring changes in attitudes since it does not involve thorough consideration of the message itself.
• Discuss how ethical considerations play a role in employing the elaboration likelihood model during persuasive communication.
  • Ethical considerations are critical when using the elaboration likelihood model because they influence how messages are crafted and delivered. In ethical persuasion, communicators must ensure that they provide accurate information and avoid relying solely on peripheral cues that could manipulate audiences without genuine understanding. This balance is essential for maintaining trust and respect in persuasive interactions, ensuring that audience members can make informed decisions based on thoughtful consideration.
• Evaluate how understanding the elaboration likelihood model can enhance delivery techniques and visual aids used in persuasive communication.
  • Understanding the elaboration likelihood model allows communicators to tailor their delivery techniques and visual aids according to their audience's motivation and ability to process information. For instance, when engaging an audience likely to take the central route, speakers might use detailed arguments supported by data and logical reasoning alongside clear visuals that reinforce their points. Conversely, for audiences more inclined toward the peripheral route, using captivating visuals or emotional appeals can enhance engagement without requiring deep cognitive processing. This strategic application ensures that persuasive efforts resonate effectively across different audience types.

Related terms

Central Route: The path in the ELM where individuals engage in deep processing of information, leading to more stable and long-lasting attitude changes.

Peripheral Route: The path in the ELM that involves superficial processing based on external cues rather than the actual content of the message.

Cognitive Dissonance: A psychological discomfort that arises when a person's beliefs, attitudes, or behaviors are inconsistent, often motivating them to change one to align with the others.