Elaboration Likelihood Model

Definition

The Elaboration Likelihood Model (ELM) is a theory that explains how people are persuaded and how their attitudes change based on the level of elaboration or cognitive processing they engage in when exposed to persuasive messages. This model suggests that there are two routes to persuasion: the central route, which involves careful and thoughtful consideration of the content, and the peripheral route, where individuals rely on superficial cues or heuristics. Understanding ELM helps to analyze how media messages can effectively influence attitudes by leveraging either route.

5 Must Know Facts For Your Next Test

1. The Elaboration Likelihood Model was developed by Richard E. Petty and John Cacioppo in the 1980s as a framework for understanding how persuasive communication works.
2. In the central route, attitude change is typically more enduring because it involves deep processing of information, while changes from the peripheral route may be more temporary.
3. Factors that influence which route is taken include personal relevance, motivation, and the individual's ability to process information at the time of exposure.
4. Media campaigns often utilize both routes; for example, an advertisement may present strong arguments (central) along with attractive visuals or celebrity endorsements (peripheral).
5. Research using ELM has found that individuals with higher motivation and ability to process information are more likely to engage with messages through the central route.

Review Questions

• How do the central and peripheral routes differ in terms of processing persuasive messages?
  • The central route involves careful and thoughtful evaluation of the content of a persuasive message, leading to deeper cognitive engagement and more stable attitude change. In contrast, the peripheral route relies on superficial cues such as attractiveness or emotional appeal, resulting in less thorough processing and more temporary attitude change. Understanding these differences is crucial for analyzing how different media strategies can affect audience perceptions and reactions.
• Discuss how motivation influences the effectiveness of persuasive messages according to the Elaboration Likelihood Model.
  • Motivation plays a significant role in determining whether an individual engages in central or peripheral processing. When people feel personally connected to a topic or issue, they are more likely to be motivated to process information deeply, thereby utilizing the central route. Conversely, if they perceive the topic as less relevant or are distracted, they may resort to peripheral processing. This understanding highlights the importance of tailoring messages to audience motivations to maximize persuasive impact.
• Evaluate how understanding the Elaboration Likelihood Model can enhance media strategies aimed at changing public attitudes.
  • By applying insights from the Elaboration Likelihood Model, media strategists can design campaigns that effectively target both routes of persuasion. For instance, when addressing an audience likely to engage through the central route, they can present compelling arguments backed by evidence. For audiences that may respond better to peripheral cues, incorporating relatable visuals or endorsements can create initial interest. This dual approach allows for a more comprehensive strategy that accommodates diverse audience processing styles and improves overall effectiveness in changing public attitudes.

Related terms

Central Route: A pathway of persuasion in the Elaboration Likelihood Model where individuals carefully process and evaluate the arguments presented in a message, leading to more durable attitude change.

Peripheral Route: A pathway of persuasion in the Elaboration Likelihood Model that relies on superficial cues, such as attractiveness of the source or emotional appeals, resulting in less stable attitude change.

Cognitive Dissonance: A psychological theory that describes the discomfort felt when holding two conflicting beliefs or attitudes, often leading individuals to change their attitudes to reduce dissonance.