Elaboration Likelihood Model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how people process persuasive messages and how their attitudes can change as a result. It outlines two routes to persuasion: the central route, which involves careful consideration of the message content, and the peripheral route, which relies on superficial cues such as the speaker's attractiveness or the presentation style. Understanding these routes helps in crafting effective communication strategies to influence an audience's beliefs and behaviors.

5 Must Know Facts For Your Next Test

1. The elaboration likelihood model posits that individuals will choose the central route when they are motivated and able to process the information deeply.
2. Factors influencing the choice between central and peripheral routes include personal relevance of the topic, prior knowledge, and cognitive load.
3. Messages delivered via the central route tend to result in stronger and more enduring attitude changes compared to those delivered via the peripheral route.
4. The ELM highlights the importance of audience analysis in determining how to effectively persuade an audience based on their level of engagement with the topic.
5. Incorporating both central and peripheral cues can enhance persuasive efforts by appealing to different segments of an audience.

Review Questions

• How does the elaboration likelihood model differentiate between central and peripheral routes of persuasion?
  • The elaboration likelihood model distinguishes between two primary routes of persuasion: the central route and the peripheral route. The central route occurs when individuals carefully evaluate the arguments presented in a message, leading to meaningful attitude change. In contrast, the peripheral route relies on superficial factors such as the attractiveness of the speaker or emotional appeals, which may lead to temporary attitude shifts. Understanding these differences allows communicators to tailor their messages based on the audience's level of engagement.
• Discuss how personal relevance influences an individual's processing of persuasive messages according to the elaboration likelihood model.
  • Personal relevance plays a crucial role in determining which route an individual will take when processing persuasive messages. When a topic is personally relevant, individuals are more likely to engage with it deeply and utilize the central route, carefully analyzing the arguments. Conversely, if a topic feels irrelevant or unimportant, they may resort to the peripheral route, where they are swayed by superficial cues rather than engaging with the actual content. This connection illustrates how understanding an audience's interests can significantly impact persuasive effectiveness.
• Evaluate how integrating both central and peripheral cues can enhance a presentation's persuasive impact based on the elaboration likelihood model.
  • Integrating both central and peripheral cues into a presentation can create a more robust persuasive impact by catering to different audience segments. By including strong, logical arguments that appeal to those likely to engage through the central route, while also utilizing appealing visuals or charismatic delivery for those who may respond better to peripheral cues, presenters can maximize their influence. This dual approach allows for capturing attention and fostering deeper engagement, ultimately leading to a broader range of attitudinal shifts among audience members.

Related terms

Central Route: The central route to persuasion occurs when individuals engage in thoughtful analysis of the arguments presented in a message, leading to lasting attitude change.

Peripheral Route: The peripheral route to persuasion involves a more superficial processing of information, where individuals are influenced by external cues rather than the actual content of the message.

Cognitive Dissonance:

Cognitive dissonance refers to the mental discomfort experienced when an individual holds conflicting beliefs or attitudes, often leading to changes in attitudes or behaviors to reduce the dissonance.