· High quality, detailed, reasoned arguments are given to someone who is motived, listening carefully and wants to make a decision
· High elaboration- I evaluate the content and make a decision
· High Elaboration is likely because:
- The issue has personal relevance
- They are uncertain about issue and want to know more
- They aren’t distracted or busy
· Long lasting behavioural change occurs: Direct form of persuasion, because it is focused on facts/information/arguments