Blackwell Reference Online

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The elaboration likelihood model (ELM) of →  Persuasion , developed by Richard Petty, John Cacioppo, and their collaborators, is an example of a “dual process” approach to persuasion (another example is Chaiken's heuristic-systematic model, HSM). The ELM suggests that important variations in the nature of persuasion are a function of the likelihood that receivers will engage in elaboration of (that is, thinking about) information relevant to the persuasive issue. Depending on the degree of elaboration, two different kinds of persuasion process can be engaged – one involving systematic thinking and the other involving cognitive shortcuts. Different factors influence persuasive outcomes depending on which process is activated. These two persuasion processes are called the “central route” and the “peripheral route” to persuasion. The central route represents the persuasion processes involved when elaboration is relatively high. Where persuasion is achieved through the central route, it commonly comes about through extensive issue-relevant thinking: careful examination of the information contained in the message, close scrutiny of the message's arguments, consideration of other issue-relevant material, and so on. In short, persuasion through the central route is achieved through the receiver's thoughtful examination of issue-relevant considerations. The peripheral route represents ... log in or subscribe to read full text