What is the elaboration likelihood model (ELM)?
dual process model of persuasion where two there are two processing routes that parallel one another:
1. central route
2. peripheral rout
Do people always process persuasive messages with cognitive resources? What persuades people?
- some are persuaded by strong arguments
- others are persuaded by peripheral cues
How does the central route work in ELM?
Central Route: High Elaboration
- processing with cognitive resources (high mental load)
- involved analyzing messages thoughtfully (argument quality, information, logic)
–> altho a decision might not be important to everyone, it can vary in importance from person to person, so one person might only need to use the peripheral route for the same decision that someone else needs the central route for
How does the peripheral route work in ELM?
Peripheral Route: Low Elaboration
- cognitive shortcuts
- relies on heuristics
- quick decision-making
- low mental load (cognitive miser)
- analyzing a message rougly
How do we decide which route to use?
–> the level of cognitive elaboration involved in the issue/decision
- high elaboration = central
- low elaboration = peripheral
What determines elaboration?
- motivation –> personal relevance & perceived importance
- ability –> knowledgeable enough to process the message
–> Central route: only if BOTH motivation and ability are high
–> otherwise, we use peripheral route
When do people judge persuasive messages with central route processing?
–> evaluate argument quality and strength
- high quality or storng argument –> persuaded
- relatively enduring and resistant to counter-persuasion
When do people judge persuasive messages with peripheral route processing?
–> evaluate argument by relying on heuristics or peripheral cues
- attractiveness, ccredibility, authority
- message: length of argument
- relatively temporary & can be counter-persuaded more easily
What is social proof in heuristics?
- social proof –> if most people prefer A to B, A is likely better than B
- following the choice thats more popular for the majority
What is authority in social proof?
- if experts recommend A, A should be pretty good and relatively save
- even works with psuedo-authority (e.g. a “doctor” shown in an ad, but its just a person wearing a lab coat)
So, in summary, what is the Elaboration Likelihood Model (ELM)?
If both MOTIVATION and ABILITY in precognition are high, the information will be processed through the CENTRAL ROUTE, which will result in a CHANGED ATTITUDE
What will matter about the argument in a persuasive message using the ELM model?
- Central Route –> argument QUALITY will matter
- Peripheral Route –> argument QUANTITY will matter
What is Individual Difference in NFC?
NFC – Need for Cognition
- a stable difference between individuals to engage in an enjoy effortful cognitive activity
- a need to understand the world & use thinking to accomplish the abovementioned goal
- High NFC person: enjoys thinking, prefers compolex to simple problems, thinks abstractly
- Low NFC person: thinking is not idea of fun
–> High NFC person is MORE LIKELY to employ the CENTRAL ROUTE and more often than a person low in NFC
What are some criticisms of ELM?
- ELM supposes cognitive elaboration a to be on a spectrum (extremes are distinct but anything in between are not very different)
–> what route is used when cognitive elaboration is moderate?
–> can combined central and peripheral routes be used for the same message? - One factor can be related to both routes
- e.g. source credibility –> when does it have impacts on central route vs the peripheral route?
