The Elaboration Likelihood Model is a communication model that deals with attitude change. It explains that we process information through 2 different routes. Below we can see a diagram that outlines the path information takes.
First is the central route which is when the information is actively processed and viewed in a rational and logical manner. The second is the peripheral round where the information is not actively processed and relied on peripheral cues. What that means is the target (the listener/receiver of message) characteristics are the main detail that affects the attitude change. It could be anything from the listener’s mood that day, if they got enough sleep the night before, or even if they think the speaker’s presentation is nice. There is even a link between the listener’s self esteem and how they process information. Attitude changes based on the central route last longer and are harder to change, than changes from the peripheral route.
I’ve mentioned influencers in the past 2 theories I’ve talked about, but they also play a role in the ELM. Utilizing the peripheral route, influencers and celebrities can have a huge impact on attitude changes when the listener is relying on peripheral cues. This research article explains the relationship between influencers and the ELM. If I was to use this theory to craft a persuasive appeal and wanted to change attitudes based on this route, utilizing influencers & celebrity endorsers would be one of the most effective persuasion techniques. Another way I would craft my appeals would be to organize my message or presentation in a visually appealing way. If listeners are utilizing the second route the look of the presentation is a significant influencer.
If I was to craft a persuasive appeal based on the central processing route, I would utilize a few different techniques. First, I would only utilize credible sources. I would get my sources from research articles, academic journals, and other knowledgeable sources. I would also create my message in a way that was logical, well written, and structured in a neat and thought-out way. This would increase the likelihood of persuasion when listeners are actively evaluating the information in a rational manner.
Utilizing the ELM is an extremely effective way to create a persuasive message. When wanting to create strong long lasting attitude changes, utilizing the central route of processing is the most effective way to go. If you are only wanting to create a temporary attitude change, then the peripheral route will work well. This model explains the relationship between the amount of cognitive work involved and the route of information processing. It brings together multiple attitude changing theories and has significant application in the mass media. Overall, it’s a great theory to understand how we process information and how it influences our viewpoint.