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The elaboration likelihood model proposes two distinct routes for information processing: a central route and a peripheral route. The ELM holds that there are numerous specific processes of change on the "elaboration continuum" ranging from low to high.
In ELM, the central route is reflective and requires a willingness to process and think about the message. The peripheral route occurs when attitudes are formed without extensive thought, but more from mental shortcuts, credibility, and appearance cues. The route of persuasion processing depends on the level of involvement in the topic or issue.
Their theory is called the elaboration likelihood model of persuasion. In their theory, there are two different routes to persuasion in making decisions. The first route is known as the central route and this takes place when a person is thinking carefully about a situation, elaborating on the information they are given, and creating an argument.
In the elaboration likelihood model, cognitive processing is the central route and affective/emotion processing is often associated with the peripheral route. [28] The central route pertains to an elaborate cognitive processing of information while the peripheral route relies on cues or feelings. The ELM suggests that true attitude change only ...
Colin Farrell returns to Gotham City as Oz Cobb, aka Oswald Cobblepot, in the trailer for “The Penguin,” a spinoff series of “The Batman” coming this fall to Max. “The Penguin” takes ...
Elaboration likelihood model – emphasizes the two routes of persuasion – central (cognitive arguments) and peripheral (emotional influence). Social impact theory - emphasizes the number, strength, and immediacy of the people trying to influence a person to change their mind.
Aug. 19—An unidentified person was killed from driving a car into a tree on Central near Interstate 25 Monday morning. At about 3 a.m., the Albuquerque Police Department responded to a call of a ...
The recipient relies on cognititive responses instead of heuristics when using the central route. The peripheral route to persuasion is used when the recipient has little to no motivation or effort and people are swayed not by the argument itself but by elements secondary to the message (such as the length of the communication or the ...