ELABORATION LIKELIHOOD
MODEL
Routes to Persuasion
Richard Petty, John Cacioppo
Learning Objectives

Know the 2 “Routes to Persuasion”
(and their components)



Be able to explain the ELM chart
Explain how topic relevancy determines which
Route will be used by the listener
Explain the role of MOTIVATION and ABILITY in
determining which route will be used
Two Routes
1.Central Route
 Message
elaboration; the path of cognitive processing
that involves scrutiny of message content
 Message

Elaboration
The extent to which a person carefully thinks about ISSUERELEVANT arguments contained in a persuasive argument
Two Routes
1.Peripheral Route
 Mental
shortcut process that accepts or rejects a
message based on irrelevant cues as opposed to
actively thinking about the issue
 “click,
whirr” - programmed response; autopilot
“Click, whirr” Cues
1.
2.
3.
4.
5.
6.
Reciprocation
Consistency
Social Proof
Liking
Authority
Scarcity
The LESS relevant a topic….
the MORE credibility cues
play a role.
Next Step…

ABLE to think about the content?
 Distractions?????

MOTIVATION AND ABILITY STRONGLY INCREASE
THE LIKELIHOOD THAT THE MESSAGE WILL BE
ELABORATED ON
 (Central
Route)
Biased Elaboration

Top down thinking in which predetermined
conclusions color the supporting data
Objective Elaboration

Bottom up thinking in which facts are scrutinized
without bias; seeking truth wherever it might lead.
Enhanced thinking will cause position to:
1.
Persist over time
2.
Resist counterpersuasion
3.
Predict future behavior
Power of Peripheral Cues


Tangibles Rewards(i.e. food, sex, money…)
Credibility
These lack “robust persistence,
Invulnerability, or link to behavior.”
For the Persuader

Decide:
 If
the audience has the motivation and ability, be ready
with solid information
 If
not… the packaging matters.