Elaboration likelihood model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how people process persuasive messages through two main routes: the central route and the peripheral route. This model suggests that when individuals are motivated and able to think deeply about a message, they engage with it through the central route, leading to more enduring attitude change. Conversely, if they are unmotivated or unable to process the information deeply, they rely on the peripheral route, where superficial cues can influence their attitudes without deep engagement.

5 Must Know Facts For Your Next Test

1. The ELM was developed by Richard E. Petty and John Cacioppo in the 1980s and has since been widely used in understanding how advertising influences consumer behavior.
2. In the central route, individuals evaluate arguments based on their quality and relevance, which typically leads to stronger, more lasting attitude changes compared to the peripheral route.
3. The effectiveness of persuasive messages can vary greatly depending on the audience's motivation and ability to process information, making context critical in advertising strategies.
4. Factors such as personal relevance, mood, and prior knowledge significantly influence which route individuals will take when processing a message.
5. The ELM helps marketers tailor their strategies by understanding when to present strong arguments versus when to use attractive imagery or celebrity endorsements.

Review Questions

• How does the elaboration likelihood model differentiate between central and peripheral route processing in terms of attitude change?
  • The elaboration likelihood model differentiates between central and peripheral route processing by focusing on the depth of information processing. Central route processing occurs when individuals are motivated and able to engage deeply with a message, leading to lasting attitude change based on careful evaluation of arguments. In contrast, peripheral route processing takes place when individuals lack motivation or ability to think critically about the message; here, superficial cues like the attractiveness of the source may lead to temporary attitude change without deeper engagement.
• Discuss how marketers can apply the elaboration likelihood model to improve advertising effectiveness based on audience characteristics.
  • Marketers can apply the elaboration likelihood model by assessing their target audience's motivation and ability to process messages. For audiences likely to engage deeply with content (high involvement), marketers should focus on strong arguments and factual information that support their product claims. Conversely, for audiences less motivated or knowledgeable about a product (low involvement), employing attractive visuals or celebrity endorsements can be effective in swaying attitudes through peripheral cues without requiring deep engagement.
• Evaluate the impact of external factors such as social media and technology on the elaboration likelihood model's application in modern advertising strategies.
  • The rise of social media and technology has transformed how audiences engage with persuasive messages, significantly impacting the application of the elaboration likelihood model in advertising. Social media platforms often encourage quick consumption of content, which may favor peripheral route processing as users skim through posts rather than engage deeply with them. However, technology also provides tools for marketers to create interactive and engaging content that can promote central route processing when consumers are motivated. Thus, understanding these dynamics allows advertisers to better tailor their strategies based on how audiences interact with their messages in an increasingly digital landscape.

Related terms

Central Route Processing: A method of persuasion that involves careful and thoughtful consideration of the true merits of the information presented.

Peripheral Route Processing: A method of persuasion that relies on superficial cues, such as attractiveness or credibility of the source, rather than the quality of the message itself.

Cognitive Dissonance: A psychological phenomenon where individuals experience discomfort due to holding conflicting beliefs or values, often leading them to change one of the conflicting attitudes.