Elaboration Likelihood Model: Persuasion through Attitude Change

Elaboration Likelihood Model
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Elaboration Likelihood Model
The general focus of the Elaboration Likelihood Model (ELM) is that people can be persuaded through a change of attitude and behavior. It outlines how attitudes can be formed and how they can be reinforced through persuasive arguments (Griffin, Ledbetter & Sparks, 2015). The theory assumes that when people are given a piece of information, they would process it to a certain level where attitude change occurs. The attitudes developed in turn play an important role in determining how the person would behave (Browning, Gogo & Kimmel, 2018). Among the key terms of the theory is that elaboration occur through two routes which include the peripheral and the central route (Griffi, Ledbetterb& Sparks, 1991). The central route is used when elaboration is high and requires conscious cognition. Such occurs when an individual is highly familiar with a topic and they would evaluate all the options before making a decision (Xu & Warkentin, 2020). The peripheral route is used when elaboration is low or the decision that needs to be made is less important (El Hedhli & Zourrig, 2022). In this case, a decision will be made by associating it with negative or positive cues. The importance of information varies from one person to another and therefore, the routes used will also vary depending on how important the information is to a person.
In many situations, people are motivated to generate the right attitude that would facilitate positive behavior. Motivation is one of the factors that highly create attitudes through the central route (Cyr, Head,...