Elaboration Likelihood Model (ELM) Defines routes to persuasion Central route - “systematic, mindful, cognitive activity where person draws upon prior experience and knowledge to scrutinize and evaluate the issue-relevant arguments” Peripheral route – “cues peripheral to core message that affect the visitor’s attitudes” Knudson et al., (2003)

Central Route Requires person to: Person must have: Attend to message Call up memory to relate message to experiences; make associations Make inferences from message Evaluate message then accept or reject it Person must have: Motivation to expend effort Ability to process message to reach decision Knudson et al., (2003)

Central Route Result Attitude that is clearly integrated into a person’s belief system Strong cognitive foundation Long lasting Predictive of behavior Resistant to change Knudson et al., (2003)

Peripheral Route Base position on feelings developed during message intake 3 situations leading to agreement Celebrity/charming interpreter Associate position with person Authority/expert interpreter Deference to expertise; no examination of argument Consensus Adopt desired attitude; no development of personal analysis Knudson et al., (2003)

Petty, R.E., and Cacioppo, J.T. (1986)