Elaboration Likelihood Theory

By Robert Woodcock

“The Elaboration Likelihood Model is a

method used in persuasion research

that analyzes the likelihood the receiver

will cognitively elaborate on the

information presented in the persuasive

message.” (Infante, Rancer & Avtgis)

Routes to Persuasion

According to the ELM

Route 1:Central Route

Route 2:Periphera

l Route

The central route to persuasion

occurs when the receiver engages in the message

and decides based on the

issue.

The peripheral route to

persuasion when the receiver

makes his/her decision based on

other recommendations

.

Developed by Petty and Cacioppo in 1986 the Elaboration Likelihood Model is used mostly by social phycologists. The ELM model is also used in cooperate and consumer behavior research.

Who Uses It?

Kidding….

However knowing it will help you think about the next time you buy a new iPad if a central or peripheral route to persuasion occurred for you to make that purchase.

Knowing the Elaboration Likelihood Model will help us all to fulfill our

dreams of becoming world renowned social phycologists!!!

Why should I care?

Everyone's a Critic!

The creators of the theory Petty and Cacioppo along with Schumann criticized the theory by stating, “ The accumulated

research on persuasion clearly indicates that neither the central nor the peripheral approach alone can account for the

diversity of attitude-change results observed.”

Its important to note that even though the peripheral route has somewhat of a negative connation that both routes have their positives and negatives. Also it doesn’t make you more or less intelligent by choosing one route over the other.

There is no right or wrong way to make a decision.

The ELM doesn’t discriminate against the outcomes of the decisions. The only thing it cares about is the cognitive process!

References

Infante, D.A., Rancer, A.S., and Avtgis, T.A. (2010). Contemporary Communication Theory. Dubuque, IA: Kendall Hunt