ELM Model

1. Elaboration Likelihood
Theory
By Robert Woodcock

2. “The Elaboration
Likelihood Model is a
method used in persuasion
research that analyzes the
likelihood the receiver will
cognitively elaborate on the
information presented in
the persuasive message.”
(Infante, Rancer & Avtgis)

3. Routes to
Persuasion
According to
the ELM
Route 1:
Central
Route
Route 2:
Periphera
l Route
The central route to
persuasion occurs
when the receiver
engages in the
message and
decides based on
the issue.
The peripheral
route to persuasion
when the receiver
makes his/her
decision based on
other
recommendations.

4. Developed by Petty and
Cacioppo in 1986 the
Elaboration Likelihood
Model is used mostly by
social phycologists. The
ELM model is also used in
cooperate and consumer
behavior research.
Who Uses It?

5. Kidding….
However knowing it will help you think about the next time you buy a new iPad if
a central or peripheral route to persuasion occurred for you to make that
purchase.
Knowing the Elaboration Likelihood
Model will help us all to fulfill our
dreams of becoming world renowned
social phycologists!!!
Why should I care?

6. Everyone's a Critic!
The creators of the theory Petty and Cacioppo along with
Schumann criticized the theory by stating, “ The accumulated
research on persuasion clearly indicates that neither the central
nor the peripheral approach alone can account for the diversity of
attitude-change results observed.”

7. Its important to note that even though the
peripheral route has somewhat of a negative
connation that both routes have their
positives and negatives. Also it doesn’t make
you more or less intelligent by choosing one
route over the other.
There is no right or wrong way to make a
decision.
The ELM doesn’t discriminate against the
outcomes of the decisions. The only thing it
cares about is the cognitive process!

8. References
Infante, D.A., Rancer, A.S., and Avtgis, T.A.
(2010). Contemporary Communication Theory. Dubuque, IA:
Kendall Hunt