Elaboration likelihood spectrum

• Central route, high elaborators, detailed arguments, logical, leads to long lasting attitude and behaviour change.
• Peripheral route, low elaborations, person sending message should be attractive (or celebrities) or an expert, temporary attitude change, high number of arguments which factor of behaviour changes.
• Peripheral route gives the most info to enable people to understand why behaviour change needs to occur.
• It is a realistic model which takes into consideration a persons motivation and desire to think about a message.