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 routes to persuasion: the central route, which involves careful and thoughtful consideration of the content, and the peripheral route, which relies on superficial cues such as attractiveness or credibility of the source. This model helps understand how different factors influence the effectiveness of media messages on audiences.

5 Must Know Facts For Your Next Test

1. The elaboration likelihood model emphasizes that the level of motivation and ability to process information greatly impacts how persuasive a message can be.
2. When individuals are motivated and able to think critically about a message, they are likely to use the central route for deeper processing.
3. Conversely, if individuals lack motivation or ability, they may rely on the peripheral route, leading them to be swayed by less relevant factors like celebrity endorsements.
4. The effectiveness of media campaigns can be enhanced by understanding which route to persuasion is being utilized based on the audience's characteristics.
5. Attitude changes through central route processing tend to be more stable and resistant to counter-persuasion compared to changes resulting from peripheral route processing.

Review Questions

• How does the elaboration likelihood model differentiate between central and peripheral routes to persuasion?
  • The elaboration likelihood model differentiates between central and peripheral routes based on the level of engagement with a persuasive message. In central route processing, individuals critically evaluate the content and arguments presented, leading to stronger and more enduring attitude changes. In contrast, peripheral route processing occurs when individuals focus on superficial cues such as source attractiveness or emotional appeals, resulting in weaker and more temporary changes in attitudes.
• Discuss how understanding the elaboration likelihood model can inform media strategists in crafting effective campaigns.
  • Understanding the elaboration likelihood model allows media strategists to tailor their messages according to their audience's motivation and ability to process information. For highly motivated audiences, strategists can emphasize strong arguments and logical reasoning through central route processing. On the other hand, for less engaged audiences, using attractive visuals or endorsements can effectively capture attention through peripheral route processing. This strategic approach can enhance campaign effectiveness by ensuring that messages resonate with different audience segments.
• Evaluate how the concepts of central and peripheral routes in the elaboration likelihood model impact audience engagement in contemporary digital media.
  • In contemporary digital media, the concepts of central and peripheral routes from the elaboration likelihood model play a critical role in shaping audience engagement. With a wealth of information available online, users often exhibit varying levels of motivation and cognitive capacity when consuming content. Content creators can leverage this understanding by crafting messages that either challenge audiences intellectually for deeper engagement or utilize eye-catching visuals and celebrity endorsements to appeal to those less inclined to engage deeply. By strategically applying these routes, digital media can enhance user interaction and influence attitudes more effectively.

Related terms

Central Route Processing: A method of persuasion where individuals engage in thoughtful consideration and analysis of the message content, leading to more enduring attitude change.

Peripheral Route Processing: A method of persuasion that occurs when individuals are influenced by superficial cues rather than the actual message content, often resulting in temporary attitude change.

Cognitive Dissonance: A psychological theory that describes the discomfort individuals feel when holding conflicting beliefs or attitudes, often leading them to change one to reduce inconsistency.