2.2 Elaboration likelihood model (ELM)

The Elaboration Likelihood Model (ELM) explains how people process persuasive messages. It identifies two routes: central, involving careful consideration of arguments, and peripheral, relying on superficial cues. The route chosen depends on a person's motivation and ability to process the message.

ELM is crucial for understanding persuasion in various contexts. It helps explain why some messages are more effective than others and guides the creation of persuasive communications. By considering factors like personal relevance and cognitive resources, communicators can tailor their approach for maximum impact.

Persuasion Routes in ELM

Central and Peripheral Routes

Top images from around the web for Central and Peripheral Routes

• 

  The Oil Drum | Resource Depletion, Persuasion, and the Ongoing World Meme View original

  Is this image relevant?

• 

  Chapter 4 Theories in Scientific Research – Research Methods for the Social Sciences View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

• 

  The Oil Drum | Resource Depletion, Persuasion, and the Ongoing World Meme View original

  Is this image relevant?

• 

  Chapter 4 Theories in Scientific Research – Research Methods for the Social Sciences View original

  Is this image relevant?

1 of 3

Top images from around the web for Central and Peripheral Routes

• 

  The Oil Drum | Resource Depletion, Persuasion, and the Ongoing World Meme View original

  Is this image relevant?

• 

  Chapter 4 Theories in Scientific Research – Research Methods for the Social Sciences View original

  Is this image relevant?

• 

  Persuasion | Introduction to Psychology View original

  Is this image relevant?

• 

  The Oil Drum | Resource Depletion, Persuasion, and the Ongoing World Meme View original

  Is this image relevant?

• 

  Chapter 4 Theories in Scientific Research – Research Methods for the Social Sciences View original

  Is this image relevant?

1 of 3

• Elaboration Likelihood Model (ELM) identifies two distinct persuasion routes central and peripheral
• Central route involves high elaboration with careful consideration of argument merits
• Peripheral route utilizes low elaboration relying on superficial cues or heuristics
• Both routes can lead to attitude change, but central route typically results in stronger, more enduring shifts
• Likelihood of elaboration depends on individual's motivation and ability to process persuasive message
• Persuasion exists on a continuum rather than a dichotomy, with varying degrees of elaboration between extremes

Elaboration Continuum

• Central processing requires systematic evaluation of message arguments and cognitive effort
• Peripheral processing uses mental shortcuts (source credibility, message length, emotional appeals)
• Central processing occurs more often with personally relevant topics or high need for cognition
• Peripheral processing common for low personal relevance issues or limited cognitive resources
• Attitudes formed through central processing generally more resistant to counter-arguments
• Peripheral cues include factors like source attractiveness, number of arguments, expert endorsements
• Effectiveness of central vs. peripheral processing varies based on target audience and persuasive context

Central vs Peripheral Processing

Cognitive Effort and Evaluation

• Central processing involves systematic argument evaluation requiring critical thinking
• Peripheral processing relies on mental shortcuts rather than argument quality
• Central route more likely when topic is personally relevant (career choices, health decisions)
• Peripheral route common when issue has low personal relevance (product advertisements, casual conversations)
• Attitudes formed through central processing more resistant to counter-arguments (deeply held political beliefs)
• Central processing more predictive of behavior (voting patterns, consumer choices)

Message Processing Factors

• Motivation to process message influences route choice (personal relevance, need for cognition)
• Ability to process message affects route selection (intelligence, prior knowledge, absence of distractions)
• Nature of persuasive message impacts processing (argument quality, message complexity, peripheral cues)
• Individual differences in cognitive style shape processing route (need for closure, tolerance for ambiguity)
• Situational factors influence route selection (time pressure, cognitive load, social context)
• Perceived credibility and expertise of message source affects processing route
• Emotional state of recipient impacts both motivation and ability to process information

Factors Influencing Persuasion Route

Individual and Message Characteristics

• Motivation to process message shapes route choice (personal relevance, need for cognition)
• Ability to process message influences route selection (intelligence, prior knowledge)
• Message characteristics impact processing route (argument quality, complexity)
• Individual cognitive style differences affect route choice (need for closure, tolerance for ambiguity)
• Perceived source credibility and expertise influence processing route
• Recipient's emotional state impacts motivation and ability to process information

Contextual Factors

• Situational elements shape route selection (time pressure, cognitive load)
• Social context of persuasive attempt influences processing route
• Presence of distractions affects ability to engage in central processing
• Available cognitive resources impact route choice
• Medium of communication influences processing ability (face-to-face, written, digital)
• Cultural factors shape processing tendencies and route selection

Applying ELM to Persuasive Communication

Audience and Message Analysis

• Assess target audience's likely elaboration level based on motivation and ability
• Evaluate persuasive message's central arguments and peripheral cues for audience appropriateness
• Analyze communication medium's impact on audience's processing ability
• Consider long-term persuasion goals when choosing central or peripheral approach
• Examine potential elaboration barriers in specific contexts (limited attention span, lack of prior knowledge)
• Identify opportunities to enhance elaboration through message tailoring and audience segmentation

Practical Applications

• Design persuasive health communication campaigns (anti-smoking messages, vaccine promotion)
• Create effective advertising strategies (product placement, emotional appeals)
• Develop political campaign messages (policy arguments, candidate image)
• Craft educational materials for diverse learning styles (textbooks, online courses)
• Formulate crisis communication strategies (public safety announcements, corporate responses)
• Develop negotiation and conflict resolution approaches (mediation techniques, diplomatic communications)