Elaboration Likelihood

• Elaboration-likelihood model (ELM) -> central route, peripheral route, factors of influence, individual differences.
• Central route (ELM) -> message is persausive when its relevant and content is evaluated (high elaboration), long-term change.
• Peripheral route (ELM) -> persuaded by non-content factors, e.g. source attractiveness, little processing of the message (low elaboration), short-term change.
• Factors of influence (ELM) -> personal relevance (I elaborate relevant message more, so more persuasive = central route). Time and attention (lack of these mean low elaboration, ignore content, other factors persuasive = peripheral route).
• Individual differences (ELM) -> people high in need for cognition enjoy evaluating arguments, able to process message detail = central route.
• Evaluation of elaboration likelihood model (positives) -> practical uses, effective for behaviour change, generalisation issues.
• Evaluation of ELM (negatives) -> poor explanatory power (doesn't explain how persuasive messages affect attitudes and behaviour, making it hard to use to predict behaviour change), sample issues (unrepresentative nature of study).
• Elaboration likelihood evaluation (positives) -> practical application (can make health messages more persuasive, making health messages appeal to 'hard-to-reach' groups such as adolescents).