Elaboration Likelihood Model

The central route and the peripheral route: alternative paths to persuasion.

Richard Petty and John Cacioppo posit two basic routes for persuasion.

The central route involves message elaboration, defined as the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.

Richard Petty and John Cacioppo posit two basic routes for persuasion.

The central route involves message elaboration, defined as the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.

The peripheral route processes the message without any active thinking about the attributes of the issue or the object of consideration.

Reciprocation --the old give-and-take-and-take-and-take

This is the principle behind people cleaning your car windshield at stop lights, and the basis for the entire advertising-specialty business (free pens, coffee mugs, etc.).

I give you something and you feel obliged to reciprocate Nothing says the exchange must be fair or equitable, and the intent of someone using this to his or her advantage is that it won't be.

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Recipients rely on a variety of cues to make quick decisions.

Commitment and consistency --false hobgoblins of the mind.

We make a carefully considered decision or analysis and then make a commitment, perhaps in writing.

Afterward, we have a very strong tendency to defend and reinforce that position consistently--regardless of how right or wrong it was.

Think of the last car or computer you bought and how strongly you became a vocal supporter of that brand or model.

Robert Cialdini has identified six such cues.

Social proof --truths are us.

This is the basis for the use of laugh tracks on TV, the Jonestown mass suicide, and the influence of mass behavior that allows a person be mugged in full view of a crowd-and no one helps the victim because no one wants to break out of the crowd

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Likeability --the friendly thief.

Physical attractiveness and likeability increase a person's influence.

Thus the use of attractive models in ads and the friendly salutation of telephone solicitors.

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Likeability --the friendly thief.

Physical attractiveness and likeability increase a person's influence.

Thus the use of attractive models in ads and the friendly salutation of telephone solicitors.

We also like people who are similar to us in interest, lifestyle, and culture--

and they can have an even greater influence on us if they compliment us and are nice to us.

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Authority --directed deference.

Uniforms are not a coincidence.

They impart an unspoken message of influence based on authority, as do titles, offices, and other trappings.

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Scarcity --the rule of the few.

When things such as stamps are misprinted or Beanie Babies are produced in limited quantities, their value goes up.

Even the illusion of scarcity is very powerful.

Realtors who have other (often imaginary) prospective buyers use this leverage regularly.

Recipients rely on a variety of cues to make quick decisions.

Robert Cialdini has identified six such cues.

Although Petty and Cacioppo’s model seems to suggest that the routes are mutually exclusive, they stress that the central route and the peripheral route are poles on a cognitive processing continuum that shows the degree of mental effort a person exerts when evaluating a message

The more listeners work to evaluate a message, the less they will be influenced by content-irrelevant factors; the greater the effect of content-irrelevant factors, the less impact the message carries.

Central Route Peripheral Route

Motivation for elaboration: is it worth the effort?

People are motivated to hold correct attitudes.

Yet the number of ideas a person can scrutinize is limited, so we tend to focus on issues that are personally relevant.

Personally relevant issues are more likely to be processed on the central route; issues with little relevance take the peripheral route (credibility cues take on greater importance).

Certain individuals have a need for cognitive clarity, regardless of the issue; these people will work through many of the ideas and arguments they hear.

Ability for elaboration: can they do it?

Distraction disrupts elaboration.

Repetition may increase the possibility of elaboration.

Type of elaboration: objective vs. biased thinking.

Biased elaboration (top-down thinking)

occurs when predetermined conclusions color the supporting data underneath.

Objective evaluation (bottom-up thinking)

considers the facts on their own merit.

Elaborated messages: strong, weak, and neutral.

Objective elaboration examines the perceived strength of an argument.

Petty and Cacioppo have no absolute standard for differentiating between cogent and specious arguments.

They define a strong message as one that generates favorable thoughts.

Thoughtful consideration of strong arguments will produce positive shifts in attitude

The change is persistent over time

It resists counter-persuasion.

It predicts future behavior.

Thoughtful consideration of weak arguments can lead to negative boomerang effects paralleling the positive effects of strong arguments (but in the opposite direction).

Mixed or neutral messages won’t change attitudes and in fact reinforce original attitudes.

Peripheral cues: an alternative route of influence

Most messages are processed through the peripheral route, bringing attitude changes without issue-relevant thinking.

The most obvious cues for the peripheral route are tangible rewards.

Source credibility is also important.

The principal components of source credibility are likability and expertise

Source credibility is salient for those unmotivated or unable to elaborate

Peripheral route change can be either positive or negative, but it won’t have the impact of message elaboration.

Celebrity endorsements constitute some of the most effective peripheral cues, yet the change can be short-lived.

Pushing the limits of peripheral power.

Penner and Fritzsche’s study of Magic Johnson’s HIV announcement suggests that the effect of even powerful peripheral cues is short-live

Although most elaboration likelihood model (ELM) research has measured the effects of peripheral cues by studying credibility, a speaker’s competence or character could also be a stimulus to effortful message elaboration.

It’s impossible to make a list of cues that are strictly peripheral; cues that make a listener scrutinize a message are no longer mindless.

Choosing a route: practical advice for the persuader.

If listeners are motivated and able to elaborate a message, rely on factual arguments—i.e., favor the central route

When using the central route, however, weak arguments can backfire

If listeners are unable or unwilling to elaborate a message, rely on packaging rather than content—i.e., favor peripheral route

When using the peripheral route, however, the effects will probably be fragile

ELM has been a leading theory of persuasion and attitude change for the last twenty years, and its

initial model has been very influential.