1. 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)

2. 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)

3. 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)

4. 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)

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