1. Elaboration Likelihood Model
Routes to Persuasion
Richard Petty, John Cacioppo

2. 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 ISSUE- RELEVANT arguments contained in a persuasive argument

3. Two Routes 2. 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

4. “Click, whirr” Cues Reciprocation Consistency Social Proof Liking
Authority
Scarcity

7. The LESS relevant a topic….
the MORE credibility cues
play a role.

8. Next Step…
ABLE to think about the content?
Distractions?????

10. MOTIVATION AND ABILITY STRONGLY INCREASE THE LIKELIHOOD THAT THE MESSAGE WILL BE ELABORATED ON
(Central Route)

11. Biased Elaboration
Top down thinking in which predetermined conclusions color the supporting data

12. Objective Elaboration
Bottom up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead.

13. Enhanced thinking will cause position to:
Persist over time
Resist counterpersuasion
Predict future behavior

14. Power of Peripheral Cues
Tangibles Rewards(i.e. food, sex, power, money…)
Credibility
These lack “robust persistence,
Invulnerability, or link to behavior.”

15. For the Persuader Decide:
If the audience has the motivation and ability, be ready with solid information
If not… the packaging matters.