ELM (Elaboration Likelihood Model)

The Elaboration Likelihood Model (ELM) explains how people are persuaded by messages. It suggests two routes: the central route, where they thoughtfully consider the message’s details and logic, leading to lasting attitude changes; and the peripheral route, where they are influenced by superficial cues like appearance or popularity, causing temporary change. Which route is taken depends on the person’s motivation and ability to think deeply about the message. Overall, ELM helps us understand how communication affects beliefs and decisions based on attention and engagement levels.