Theory 5 -> The Elaboration Likely Model of Persuasion

Petty & Cacioppo 1986

The Elaboration Likely Model of Persuasion

Petty & Cacioppo 1986

Persuasion is

causing change in an individual’s behaviour through direct requests or suggestions.

The theory argues that

people will either adopt a central or peripheral route to persuasion depending on their level of elaboration

The central route is

when we carefully think about a persuasive message and pay special attention to the quality of the argument.

Central cues may contain

scientific information, consumer arguments, or expert arguments

This takes

significant effort to process

The peripheral route is

when we attend to superficial characteristics rather than argument quality

Peripheral cues may include

message length, the source of the message being attractive, memorable slogans, well designed graphics, and attention grabbing music/jingles

This takes

low effort and little cognitive power

Level of elaboration is dependant on

ability to focus and motive

Ability to focus is impacted by

being distracted, being under time pressure, or being preoccupied

Motivation

If we are not interested in engaging with a message we pay more attention to peripheral cues, and vice versa if we are interested.

Peripheral route is more successful in

low impact decision making situations, or in causing superficial or temporary change

Central route is more effective in

high impact decision making situations, or in causing long term or important change