Elaboration Likelihood Model

Definition

The Elaboration Likelihood Model (ELM) is a psychological theory that explains how individuals process persuasive messages and form attitudes. It suggests that there are two primary routes to persuasion: the central route, which involves careful and thoughtful consideration of the arguments, and the peripheral route, which relies on superficial cues and heuristics. Understanding these routes helps to explain how public opinion can be shaped by various factors, including media messages, emotional appeals, and source credibility.

5 Must Know Facts For Your Next Test

1. The ELM was developed by Richard E. Petty and John Cacioppo in the 1980s as a way to understand how people are influenced by persuasive communications.
2. When using the central route, people are more likely to retain information and exhibit behavior change that aligns with their newly formed attitudes.
3. In contrast, when persuasion occurs via the peripheral route, changes in attitude may be more temporary and influenced by context rather than solid reasoning.
4. The likelihood of using either route depends on individual motivation and ability to process the information being presented.
5. Factors such as personal relevance, cognitive load, and prior knowledge can significantly affect which route is taken in processing persuasive messages.

Review Questions

• How do the central and peripheral routes in the Elaboration Likelihood Model differ in their impact on attitude formation?
  • The central route in the Elaboration Likelihood Model involves thoughtful consideration of persuasive arguments, resulting in stronger and more enduring attitude changes. In contrast, the peripheral route relies on superficial cues like the attractiveness of a speaker or emotional appeals, leading to more temporary changes in attitude. The effectiveness of each route varies based on an individual's motivation and ability to process information.
• Discuss how the Elaboration Likelihood Model can help us understand the effects of media messages on public opinion.
  • The Elaboration Likelihood Model provides insight into how media messages can shape public opinion through different routes of persuasion. Media that presents strong arguments may engage viewers through the central route, prompting thoughtful reflection and lasting changes in attitudes. Conversely, media that focuses on appealing visuals or celebrity endorsements may trigger peripheral processing, leading to less stable opinions that could shift easily over time. Understanding this model helps explain why some campaigns are more effective than others in influencing public sentiment.
• Evaluate the significance of individual motivation and ability in determining which route is taken according to the Elaboration Likelihood Model.
  • Individual motivation and ability play critical roles in determining whether someone engages in central or peripheral route processing within the Elaboration Likelihood Model. High motivation—such as personal relevance or interest in a topic—often leads individuals to analyze messages more deeply via the central route, fostering lasting attitude changes. On the other hand, when motivation is low or cognitive resources are limited, individuals may default to peripheral processing, focusing on superficial aspects rather than substantive content. This dynamic highlights the importance of tailoring persuasive messages to match audience characteristics for optimal impact.

Related terms

Central Route Processing: A method of persuasion where individuals engage in thoughtful consideration of the arguments presented, leading to more durable attitude change.

Peripheral Route Processing: A method of persuasion that occurs when individuals focus on superficial cues, such as attractiveness or credibility of the source, rather than the content of the message.

Cognitive Dissonance:

A psychological phenomenon where individuals experience discomfort when holding contradictory beliefs or attitudes, often leading to attitude change to resolve the dissonance.