The Elaboration Likelihood Model of Persuasion: How Do We Make Decisions About Persuasive Messages?

What is the Elaboration Likelihood Model of persuasion?

The Elaboration Likelihood Model of persuasion suggests that when we receive persuasive messages, what do we do?

The Elaboration Likelihood Model of Persuasion

The Elaboration Likelihood Model of persuasion is a psychological theory that describes how people make decisions about whether to accept or reject persuasive messages. It suggests that when people receive persuasive messages, they either think about the message in a detailed and thoughtful way or they rely on heuristics or mental shortcuts to make a decision.

Detail Explanation

When we receive persuasive messages, our minds automatically engage in a process of evaluating the information presented to us. The Elaboration Likelihood Model proposes two routes through which this evaluation can take place: the central route and the peripheral route.

In the central route, individuals carefully examine the arguments and evidence presented in the message, considering how it aligns with their own beliefs and values. If they find the message to be logical and compelling, they are likely to be persuaded by it.

On the other hand, in the peripheral route, individuals rely on cues such as the credibility of the source or the emotional appeal of the message to make a decision. This route involves less extensive cognitive processing and is more influenced by factors external to the message itself.

By understanding the Elaboration Likelihood Model of persuasion, we can gain insights into how we and others evaluate persuasive messages and the factors that influence our decision-making process.