Elaboration likelihood model

Definition

The elaboration likelihood model (ELM) is a theory that explains how people process persuasive information and the likelihood that they will be influenced by it based on their level of involvement. It identifies two main routes of persuasion: the central route, where individuals engage in thoughtful consideration of arguments, and the peripheral route, where superficial cues, such as attractiveness or credibility, sway opinions without deep processing. Understanding ELM helps to analyze emotional appeals and media effects by showing how different factors can influence audience engagement and response.

5 Must Know Facts For Your Next Test

1. The elaboration likelihood model suggests that higher motivation and ability to process information lead to greater use of the central route, resulting in more durable attitude change.
2. Emotional appeals can enhance persuasion by increasing motivation and engagement, which can push individuals towards the central route of processing.
3. In situations with low involvement, people are more likely to use the peripheral route, relying on simple cues rather than evaluating complex arguments.
4. The model has practical applications in marketing and advertising, as understanding audience involvement can help tailor messages for maximum impact.
5. Research shows that when individuals feel a personal connection to a message, they are more likely to process it through the central route, increasing the chance of lasting influence.

Review Questions

• How does the elaboration likelihood model explain the impact of emotional appeals on audience persuasion?
  • The elaboration likelihood model highlights that emotional appeals can significantly affect persuasion by increasing an individual's motivation to engage with a message. When an emotional connection is established, audiences are more likely to process information through the central route, leading to deeper consideration of arguments. This increased engagement often results in stronger and more lasting attitude changes compared to when messages are processed through the peripheral route.
• Discuss how understanding the elaboration likelihood model can enhance media strategies for effective communication.
  • By applying insights from the elaboration likelihood model, communicators can craft messages tailored to their audience's level of involvement. Recognizing when audiences are likely to engage deeply or rely on superficial cues allows for strategic use of emotional appeals or credibility factors. For example, high-involvement contexts may benefit from well-reasoned arguments while low-involvement situations could leverage celebrity endorsements or attractive visuals to capture attention and influence attitudes.
• Evaluate how the elaboration likelihood model contributes to our understanding of media effects theories in shaping public opinion.
  • The elaboration likelihood model provides a framework for understanding how media messages can shape public opinion through different processing routes. By assessing whether audiences are engaged at a deeper cognitive level or merely swayed by surface features, researchers can better understand the efficacy of various media campaigns. The model indicates that strong arguments lead to stable opinions when processed centrally, whereas opinions formed through peripheral processing might be more susceptible to change, highlighting important implications for media influence on societal attitudes and behaviors.

Related terms

Central Route: The pathway in the elaboration likelihood model where individuals are motivated to think critically about persuasive messages, leading to lasting attitude change.

Peripheral Route: The pathway in the elaboration likelihood model where individuals are influenced by superficial cues rather than the strength of arguments, leading to temporary attitude change.

Cognitive Dissonance: A psychological theory that explains the discomfort experienced when holding conflicting beliefs or attitudes, which can motivate changes in beliefs or behaviors.