Elaboration Likelihood Model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how people are persuaded and how they process persuasive messages. It identifies two main routes of persuasion: the central route, which involves deep processing of information, and the peripheral route, which relies on superficial cues like attractiveness or credibility of the source. Understanding these routes is crucial for crafting effective communication strategies and storytelling that resonate with the audience's motivations and engagement levels.

5 Must Know Facts For Your Next Test

1. The central route to persuasion is most effective when the audience is motivated and able to process information deeply, leading to lasting attitude change.
2. The peripheral route often results in temporary attitude changes that are more susceptible to change over time as they are based on superficial factors.
3. Factors influencing which route is taken include individual motivation, ability to process information, and characteristics of the message itself.
4. Storytelling can effectively engage the central route by providing compelling narratives that invite deeper reflection and emotional connection.
5. Understanding audience characteristics can help tailor messages that either leverage the central route for analytical thinkers or the peripheral route for those influenced by external cues.

Review Questions

• How do the central and peripheral routes of persuasion differ in their approach to influencing an audience?
  • The central route focuses on deep processing of information where individuals critically evaluate the content of the message. In contrast, the peripheral route relies on superficial cues, such as the attractiveness or credibility of the source, without engaging in extensive thought. This difference influences how lasting or effective the persuasion will be, with central route engagement typically leading to stronger and more durable attitude changes.
• Discuss how understanding the elaboration likelihood model can enhance persuasive communication strategies.
  • By understanding the ELM, communicators can design their messages to align with their audience's processing abilities and motivations. For audiences likely to engage through the central route, creating well-researched, logically sound arguments is essential. Conversely, for those leaning towards the peripheral route, using engaging visuals, emotional appeals, or credible sources can enhance persuasion without requiring deep processing. This knowledge allows for more tailored and effective messaging.
• Evaluate the implications of the elaboration likelihood model on storytelling techniques used in persuasive communication.
  • The ELM suggests that storytelling can be a powerful tool in persuasion when it effectively engages an audience's central processing capabilities. By crafting narratives that evoke emotion and relate to personal experiences, storytellers can encourage deeper reflection and analysis among listeners. Furthermore, understanding when to incorporate elements appealing to the peripheral route—like memorable characters or relatable scenarios—can help maintain engagement and broaden reach. This dual approach ensures that various audience segments can connect with and be influenced by the message.

Related terms

Central Route: The path of persuasion in the ELM where individuals engage in thoughtful consideration and critical evaluation of the message content.

Peripheral Route: The path of persuasion in the ELM where individuals are influenced by external factors or superficial cues rather than the content of the message.

Cognitive Dissonance:

A psychological phenomenon that occurs when a person experiences discomfort from holding conflicting beliefs or attitudes, often leading to changes in behavior or beliefs to reduce that discomfort.