Elaboration Likelihood Model

Definition

The Elaboration Likelihood Model (ELM) is a dual-process theory that explains how people process and are persuaded by different types of information. It proposes that there are two main routes to persuasion: the central route and the peripheral route, which are determined by the level of elaboration or cognitive effort a person is willing to exert.

5 Must Know Facts For Your Next Test

1. The Elaboration Likelihood Model proposes that the effectiveness of a persuasive message depends on the extent to which the recipient is motivated and able to process the information.
2. When individuals are highly motivated and have the ability to process the information, they are more likely to engage in the central route of persuasion, leading to more enduring attitude changes.
3. In contrast, when individuals are not highly motivated or do not have the ability to process the information, they are more likely to engage in the peripheral route of persuasion, where they are influenced by peripheral cues rather than the quality of the information.
4. The central route to persuasion is associated with more thoughtful and effortful processing, while the peripheral route is associated with more heuristic and less effortful processing.
5. The Elaboration Likelihood Model has important implications for the design and delivery of advertising messages, as it suggests that the effectiveness of an advertisement will depend on the target audience's motivation and ability to process the information.

Review Questions

• Explain the two routes to persuasion proposed by the Elaboration Likelihood Model and how they differ in terms of the level of elaboration involved.
  • The Elaboration Likelihood Model proposes two main routes to persuasion: the central route and the peripheral route. The central route involves a high degree of elaboration, where individuals carefully consider the merits and quality of the information presented, leading to more enduring attitude changes. In contrast, the peripheral route involves a low degree of elaboration, where individuals are influenced by peripheral cues, such as the credibility or attractiveness of the source, rather than the quality of the information. The central route is associated with more thoughtful and effortful processing, while the peripheral route is associated with more heuristic and less effortful processing.
• Describe how the Elaboration Likelihood Model suggests the effectiveness of an advertisement may depend on the target audience's motivation and ability to process the information.
  • The Elaboration Likelihood Model suggests that the effectiveness of an advertisement will depend on the target audience's motivation and ability to process the information. When individuals are highly motivated and have the ability to process the information, they are more likely to engage in the central route of persuasion, leading to more enduring attitude changes. In contrast, when individuals are not highly motivated or do not have the ability to process the information, they are more likely to engage in the peripheral route of persuasion, where they are influenced by peripheral cues rather than the quality of the information. This has important implications for the design and delivery of advertising messages, as advertisers need to consider the target audience's level of motivation and ability to process the information in order to maximize the effectiveness of their advertisements.
• Evaluate how the Elaboration Likelihood Model can be applied to understand the different ways in which consumers may respond to advertising messages, and discuss the potential implications for advertising strategy and execution.
  • The Elaboration Likelihood Model provides a valuable framework for understanding how consumers may respond to advertising messages. According to the model, when consumers are highly motivated and able to process the information in an advertisement, they are more likely to engage in the central route of persuasion, carefully considering the merits and quality of the information presented. This can lead to more enduring attitude changes and stronger brand loyalty. In contrast, when consumers are not highly motivated or do not have the ability to process the information, they are more likely to engage in the peripheral route of persuasion, where they are influenced by peripheral cues such as the credibility or attractiveness of the source. This suggests that advertisers need to tailor their messages and strategies to the target audience's level of motivation and ability to process information. For example, for audiences with high motivation and ability, advertisers may focus on presenting compelling, high-quality information that appeals to their rational decision-making. For audiences with lower motivation or ability, advertisers may rely more on peripheral cues, such as using celebrity endorsements or appealing imagery, to capture their attention and influence their attitudes. By understanding and applying the principles of the Elaboration Likelihood Model, advertisers can develop more effective and targeted advertising strategies that resonate with their target consumers.

Related terms

Central Route: The central route to persuasion involves a high degree of elaboration, where individuals carefully consider the merits and quality of the information presented, leading to more enduring attitude changes.

Peripheral Route: The peripheral route to persuasion involves a low degree of elaboration, where individuals are influenced by peripheral cues, such as the credibility or attractiveness of the source, rather than the quality of the information.

Elaboration: Elaboration refers to the depth of cognitive processing and the extent to which an individual engages in thoughtful consideration of the information presented.