Elaboration Likelihood Model

Origin of the Theory

Dual-route theory that explains how individuals process persuasive messages and how those processes influence attitude change.

- Developed by Richard Petty & John Cacioppo (1980s)

Elaboration

- Systematic, issue-relevant thinking

- Carefully attending to arguments, evidence, & logic

- ranges from LOW to HIGH at any given time (dual routes of persuasion)

Central (HIGH)

Using logical arguments/evidence to convince someone

- leads to long-lasting attitude changes

Ex: Choosing an insurance company after comparing features and costs

Peripheral (LOW)

- Uses superficial cues to make the message positive/attractive

- Triggered when motivation or ability is low.

- Temporary attitude changes

Ex: buying a pair of sunglasses because an influencer said they were cute

Factors that lead to Central Route

- High motivation (personal relevance)

- High ability to process (not distracted, prior knowledge)

Factors that lead to Peripheral Route

- Low motivation (message not relevant)

- Low ability (distractions/complexity/time pressure)

- relying on heuristics like "experts are always right)

Consequences

Central:

- Long-lasting change

- Predicts behavior

- Resistant to counter-persuasion

Peripheral:

- Temporary change

- Less predictive of behavior

- Easily reversed

Peripheral Cues/Heuristics

When someone isn't motivated or able to process the information thoroughly/deeply

Flowchart Version of Theory

Persuasive Communication

—>Motivated process?: Involves personal relevance, accountability, anticipated interaction, and personality

Yes.

—>Able to process?: Based on distraction, sufficient knowledge, time constraint, & message complexity

Yes.

—>Nature of Processing?: Do you now have more positive or negative thoughts on the issue than before?

Yes.

—>Change in Cognitive Structure?: Do the new positive or negative thoughts change your mind on the issue?

IF POSITIVE CHANGE: CENTRAL ROUTE POSITIVE CHANGE (and vice versa)

Boomerang Effect (SJT)

Attitude change in the opposite direction of what the message advocates; listeners driven away from rather than drawn to an idea

Limitations of Theory

Scope

Logical Consistency

Parsimony

Utility

Testability

Heurism

Test of time

Scope

what are the boundaries of the theory; what's its focus?

Logical Consistency

are there contradictory claims?

Parsimony

Is the theory as simple as it can be and still be effective?

Utility

Is the theory useful? Does it get the job done?

Testability

can the theory be shown to be false?

Heurism

does the theory stimulate research and new thinking?

Test of Time

how long has the theory been used in research?

A Unimodel Perspective

- In this model, a peripheral cue, such as authority, could lead to long-term persuasion

- It all depends on how much a person views authority as important

- ELM doesn't factor individuals' unique values like this