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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.
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.
Another model that stems from the Yale attitude change approach is the elaboration likelihood model which is a contemporary approach to persuasion. Developed by Petty and Cacioppo during the late 1980s, the model describes two ways in which persuasive communications can cause attitude change: centrally and peripherally.
The elaboration likelihood model is similar in concept to and shares many ideas with other dual processing models, such as the heuristic-systematic model of information processing. [27] In the elaboration likelihood model, cognitive processing is the central route and affective/emotion processing is often associated with the peripheral route. [28]
These two routes of processing define related theories behind attitude change. 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 ...
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.
"Sesame Street" has been gentrified. After 45 seasons, the brick walls that once fenced in the neighborhood have been razed, giving way to sweeping views of what looks suspiciously like the Brooklyn Bridge (it is in fact a composite of three New York City bridges).
The Elaboration Likelihood Model is an influential model of persuasion. Dual-process theories of persuasion (such as the elaboration likelihood model ) maintain that persuasion is mediated by two separate routes: central and peripheral.