The Elaboration Likelihood Model attempts to explain how people will react to persuasive messages. It proposes that information will either be processed via a "central" or "peripheral" path.
When people process a message via the central route, they think about (or elaborate on) that message a lot. When people process a message via the peripheral route, they don't think (or elaborate on) the message very much. Instead, they depend on peripheral cues (eg, how a message makes them feel or the attractiveness of the person relaying the message) in order to decide how to act based on what they've heard or seen.
According to the model, if a person is motivated and able to think deeply about a behavior, a message that is geared toward central route processing will be most persuasive. If, however, a person is either not motivated or not able to think deeply about a behavior, a message geared toward the peripheral processing route will be most persuasive.
We use the Elaboration Likelihood Model when we are designing persuasive messages. The Elaboration Likelihood Model helps us make decisions about the type of content we should produce for our target audience members. Sometimes, we need to design more than one persuasive message to appeal to peripheral processors and central processors.
How can I learn more about the Elaboration Likelihood Model?
Click here or watch the video below to learn more.
Oregon State. Elaboration Likelihood Model. http://oregonstate.edu/instruct/theory/elm.html. Accessed July 1, 2016.
Petty, R. Barden J. Wheeler C. (2002). The elaboration likelihood of model of persuasion: Health promotions that yield sustained behavior change. In R. J. DiClemente, R.A. Crosby, & M.C. Kegler (Eds.), Emerging theories in health promotion practice and research (pp. 71-99) San Francisco: Jossey-Bass. http://www.psy.ohio-state.edu/petty/PDF%20Files/2002-HEALTH-PROMO-Petty,Barden,Wheelerf.pdf. Accessed July 1, 2016.
University of Amsterdam. 4.6 Central and Peripheral Route [YouTube Video]. 2013.
University of Twente. Elaboration Likelihood Model. Theorieënoverzicht TWC website. https://www.utwente.nl/cw/theorieenoverzicht/Theory Clusters/Health Communication/Elaboration_Likelihood_Model/. Accessed July 1, 2016.