Elaboration Likelihood Model
Definition
The Elaboration Likelihood Model (ELM) is a theory that describes how people change their attitudes. Central to the model is the idea that there are two main routes to persuasion: the central route and the peripheral route.
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Central Route: This route involves careful and thoughtful consideration of the information presented. People analyze the facts, evidence, and logic of the message. This usually happens when someone is motivated to pay attention (they care about the topic) and has the ability to process the information (they have time, knowledge, and aren't distracted). If the arguments are strong, attitude change is likely to be strong and lasting.
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Peripheral Route: This route relies on superficial cues, like the source's attractiveness, the number of arguments (even if weak), or emotional appeals. People aren't deeply thinking about the content of the message; they're reacting to things around the message. This happens when someone is not motivated or unable to carefully process the information. Changes in attitude resulting from the peripheral route tend to be weaker and less enduring.
Example
You are trying to convince a friend to switch to a new brand of running shoes.
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Central Route: You present data on the shoe's cushioning, support, and how it’s been shown to reduce injury rates in running studies. Your friend is a serious runner, cares about injury prevention, and listens carefully to your explanation. If your evidence is strong, they might genuinely change their mind and be confident in their new shoes for a long time.
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Peripheral Route: You show your friend a commercial featuring a famous athlete endorsing the shoes. The athlete is someone your friend admires. They think, “If they wear these, they must be good!” Even if the commercial doesn’t explain why the shoes are good, your friend might be swayed simply because of the athlete's credibility/attractiveness. This change might be temporary. They might switch back if another appealing shoe comes along.
Why it Matters
Understanding the Elaboration Likelihood Model is important because it explains how and when persuasion works. Marketers, advertisers, politicians, and anyone trying to influence others use these principles, often without even realizing it. Knowing that people can be persuaded through careful arguments or through superficial cues helps us become more critical thinkers. It allows us to recognize when we are being persuaded through the central route (based on solid evidence) versus the peripheral route (based on things like attractiveness or popularity).