The Elaboration Likelihood Model (ELM)

The Elaboration Likelihood Model (ELM) is a theory about how we process information and make decisions. It suggests there are two main ways people are influenced: the central route and the peripheral route. The central route involves careful thinking and consideration, usually when the topic is important. The peripheral route relies on superficial cues, like emotion or the attractiveness of the speaker, when the topic isn’t as significant. Depending on the situation, one route may lead to more lasting attitude change than the other, influencing how effectively messages resonate with individuals.