Elaboration Likelihood Model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how people are persuaded to change their attitudes and beliefs through two main routes: the central route and the peripheral route. The central route involves careful and thoughtful consideration of the arguments presented, while the peripheral route relies on superficial cues, such as attractiveness or credibility of the source. This model highlights how the depth of processing can influence attitude change and is crucial in understanding consumer behavior and decision-making.

5 Must Know Facts For Your Next Test

1. The ELM suggests that people process information differently based on their motivation and ability to think critically about a message.
2. When individuals have high involvement with a topic, they are more likely to use the central route, leading to more enduring attitude change.
3. In contrast, when individuals are less motivated or lack the ability to process information deeply, they rely on the peripheral route, which can result in temporary attitude change.
4. Factors such as mood, distraction, and personal relevance can influence whether a person takes the central or peripheral route during persuasion.
5. The ELM is widely used in marketing and advertising strategies to tailor messages based on the audience's likelihood of elaboration.

Review Questions

• How does the elaboration likelihood model differentiate between the central and peripheral routes to persuasion?
  • The elaboration likelihood model differentiates between the central and peripheral routes based on the level of cognitive engagement from individuals when processing persuasive messages. The central route involves a high level of scrutiny where individuals carefully evaluate the arguments presented, leading to a more stable and lasting attitude change. In contrast, the peripheral route involves minimal thought, relying instead on superficial factors such as source attractiveness or emotional appeals, which often results in more temporary changes in attitudes.
• Discuss how consumer involvement influences the effectiveness of marketing strategies according to the elaboration likelihood model.
  • According to the elaboration likelihood model, consumer involvement plays a crucial role in determining which route to persuasion is effective. High-involvement consumers are more likely to process information through the central route, making them responsive to strong arguments and detailed information about a product. Marketers targeting this audience should focus on providing substantial evidence and rational arguments. Conversely, low-involvement consumers may respond better to emotional appeals or attractive packaging, utilizing the peripheral route where visual and superficial cues can sway their attitudes.
• Evaluate the implications of the elaboration likelihood model for understanding shifts in public attitudes during major social movements.
  • The elaboration likelihood model provides valuable insights into how public attitudes shift during major social movements by illustrating how varying levels of involvement affect processing. During significant events, individuals may engage through the central route if they feel personally connected or motivated to understand complex social issues. In these instances, well-structured arguments and compelling evidence can lead to lasting attitude changes. On the other hand, peripheral cues such as charismatic leaders or media portrayals may influence those less engaged, leading to quicker but potentially less enduring shifts in opinions. This dual pathway helps explain both immediate reactions and longer-term changes in public sentiment around social causes.

Related terms

Central Route: The pathway in the elaboration likelihood model where individuals engage in careful and thoughtful consideration of the content of a persuasive message.

Peripheral Route: The pathway in the elaboration likelihood model that leads to attitude change through superficial cues rather than thorough evaluation of the argument.

Cognitive Dissonance:

A psychological phenomenon that occurs when an individual holds conflicting beliefs or attitudes, often leading to discomfort and a motivation to resolve the inconsistency.