Communication and Popular Culture
The Elaboration Likelihood Model (ELM) is a psychological theory that explains how people process persuasive messages and how this affects their attitudes. It posits that there are two main routes to persuasion: the central route, which involves careful and thoughtful consideration of the arguments presented, and the peripheral route, which relies on superficial cues like the attractiveness of the source or emotional appeals. This model highlights the role of motivation and ability in determining which route a person takes when encountering persuasive information.
congrats on reading the definition of Elaboration Likelihood Model. now let's actually learn it.