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Elaboration-Likelihood Model

Definition

The Elaboration-Likelihood Model is a theory in psychology that describes how attitudes are formed and changed through different routes of persuasion, namely the central route and the peripheral route.

Analogy

Think of this model like a GPS system. There are usually two ways to reach your destination (or in this case, persuade someone): the fast way (peripheral route) which relies on surface-level cues like scenery or landmarks, or the slower but more detailed way (central route) where you pay attention to every turn and street name.

Related terms

Cognitive Dissonance: This refers to the mental discomfort experienced by a person who holds two or more contradictory beliefs, ideas, or values at the same time.

Heuristic Persuasion: This is a method of persuasion that utilizes simple, efficient rules drawn from experience or learned strategies called heuristics.

Social Influence: This term refers to how individuals change their behavior to meet the demands of a social environment. It takes many forms including conformity, socialization, peer pressure, obedience, leadership etc.