Understanding the Elaboration Likelihood Model in Persuasion
Classified in Psychology and Sociology
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Elaboration Likelihood Model
The Elaboration Likelihood Model (ELM) describes different possibilities of thinking and assumes that there are various ways of processing messages. The effects of the message depend on how it is processed, which varies for each individual and is characterized by the effort someone puts into processing.
Central Route: This route involves effortful cognitive activity through processing. It requires thinking about the message and is a mindful process. Individuals actively generate favorable or unfavorable thoughts in response to persuasive communication, examining information with their relevant experiences and knowledge. This route is only possible if the person has both the motivation and the ability to engage. The... Continue reading "Understanding the Elaboration Likelihood Model in Persuasion" »