elaboration likelihood model

The Elaboration Likelihood Model (ELM) explains how people process persuasive messages. It suggests there are two main routes to persuasion: the central route and the peripheral route. The central route involves careful thinking and evaluation of the message, leading to lasting attitude change. The peripheral route relies on superficial cues, like the attractiveness of the speaker or emotional appeal, resulting in temporary change. Depending on factors like motivation and ability, individuals may engage more deeply or rely on shortcuts, influencing how effectively a message sways their opinions or behaviors.