Elaboration Likelihood Model

What does ELM stand for?

Elaboration Likelihood Model

Who developed the Elaboration Likelihood Model and in what year?

Richard Petty and John Cacioppo in 1980

What are the two cognitive processes involved in ELM?

Central route and peripheral route

What characterizes the central route of persuasion?

Involves careful thinking and message elaboration about the arguments presented.

What is the peripheral route of persuasion?

Involves using mental shortcuts and cues to make quick decisions without deep cognitive processing.

What determines which route (central or peripheral) a person will choose in ELM?

Motivation and ability

What motivates people to process messages centrally?

The desire to hold correct attitudes and the relevance of the issues.

What factors can limit a person's ability to process messages centrally?

Time constraints and distractions.

What are some cues that may trigger the peripheral route?

Reciprocation, consistency, social proof, liking, authority, and scarcity.

What are additional cues that can influence peripheral processing?

Source credibility, source attractiveness, external awards, emotional appeals, catchy slogans, and humor.

What is the typical processing route for most messaging?

Peripheral processing due to cognitive laziness.

How does ELM suggest assessing an audience's likely route of persuasion?

By evaluating their motivation and ability to process information.

What is the advantage of using the central route for persuasion?

It is better for long-term persuasion.

What happens when a person has both motivation and ability to process centrally?

Persuasion depends on the strength of the arguments presented.

What is a key takeaway from ELM regarding persuasion?

ELM posits two routes for persuasion: central and peripheral, depending on the audience's engagement.

What is the role of message elaboration in ELM?

High motivation leads to central processing and careful argumentation.

What is the relationship between motivation, ability, and processing routes in ELM?

High motivation and ability lead to central processing, while low motivation or ability lead to peripheral processing.

What is the significance of strong vs. weak vs. neutral arguments in ELM?

They influence the effectiveness of persuasion when processed centrally.

Is ELM considered an objective theory?

The evaluation of ELM's objectivity is a point of discussion.