the Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) explains how people are influenced by persuasive messages. It suggests there are two main ways we process information: the central route and the peripheral route. The central route involves careful, thoughtful consideration of the message, often leading to lasting change in attitudes. The peripheral route relies on superficial cues, such as the speaker's attractiveness or emotional appeal, resulting in more temporary changes. Essentially, how deeply we engage with a message determines how it affects our beliefs and behaviors.