ELM

Question 1

What is the Elaboration Likelihood Model (ELM)?

Answer 1

A theory that explains how people process persuasive messages through two distinct routes: central route and peripheral route.

Question 2

What are the two routes in ELM, and how do they differ?

Answer 2

Central Route: High effort, deep thinking, evaluates arguments critically, leads to long-term attitude change.
Peripheral Route: Low effort, relies on superficial cues (e.g., authority, attractiveness), leads to temporary attitude change.

Question 3

What determines whether a person uses the central or peripheral route?

Answer 3

Motivation and ability to process the message.

High motivation + high ability → Central Route
Low motivation or low ability → Peripheral Route

Question 4

What are examples of central vs. peripheral route persuasion?

Answer 4

Central: A voter deeply researching a candidate’s policies before deciding.
Peripheral: A voter choosing a candidate based on how charismatic they appear on TV.