Elaboration Likelihood Model

The ELM points to 2 routes to persuasion - central and peripheral.

Central: a ❌ and ❌ route that occurs when the person is ❌ to think about the merits of the issue under consideration.

=> Use relevant argument content

=> ❌ attitude changes (central) are postulated to be ❌ accessible to memory, ❌ over time, ❌ to counterpersuasive attempts, and ❌ of behavior.

The ELM points to 2 routes to persuasion - central and peripheral.

Peripheral: a ❌ route, more ❌ occurring motivation or ability is ❌. People rely on simple cue and on mental shortcuts (called heuristics).

=> Use number of arguments, feeling induced by arguments

=> Emotional/peripheral attitude change is ❌ and ❌ susceptible to counterpersuasion.

Whether someone takes the central or peripheral route in processing a message is influenced by the context under which the arguments are provided, influencing the motivation to think or ability to think.

›❌: Influenced by personal relevance, general enjoyment of thinking, being personally responsible for processing the message.

›❌ ›an individual needing the resources, time and skills to understand and attend to a message.

The first step in the ELM is to consider the ❌ level of the target audience.

Motivation to process:
Are the people motivated?
Is the message ❌ for them?
Are they in need for cognition or affect?

Ability to process:
are the people able to ❌?
low distraction context should be used if aiming at ❌ route.
Use of peripheral route if context with ❌ distraction

The first step of the ELM is to consider the audience elaboration level.

The second step is to design and evaluate message ❌ - does the message contain information that can serve as cues, arguments or both?

The first step of the ELM is to consider the audience elaboration level.

The second step is to design and evaluate the message characteristics.

The third step of the ELM concerns the message ❌ - is immediate or enduring attitude change desired?

The first step of the ELM is to consider the audience ❌ level.

The second step is to design and evaluate the message ❌.

The third step of the ELM concerns the message ❌ - is immediate or enduring attitude change desired?

The fourth step of the ELM is to evaluate the fit between audience elaboration, message characteristics and objectives. Is there ❌ between audience elaboration level, message characteristics and message objectives?

The first step of the ELM is to consider the audience elaboration level.

The second step is to design and evaluate the message characteristics.

The third step of the ELM concerns the message objectives - is immediate or enduring attitude change desired?

The fourth step of the ELM is to evaluate the fit between audience elaboration, message characteristics and objectives. Is there consistency between audience elaboration level, message characteristics and message objectives?

The fifth step is to ❌ message effectiveness. Experimentally examine whether the message is more effective under low or high elaboration.

The first step of the ELM is to consider the audience elaboration level.

The second step is to design and evaluate the message characteristics.

The third step of the ELM concerns the message objectives - is immediate or enduring attitude change desired?

The fourth step of the ELM is to evaluate the fit between audience elaboration, message characteristics and objectives. Is there consistency between audience elaboration level, message characteristics and message objectives?

The fifth step is to test message effectiveness. Experimentally examine whether the message is more effective under low or high elaboration.

The final step is to ❌ message effectiveness. Was the message effective at the elaboration level specified? How was the certainty of the attitude influenced?