2. ELM Elaboration Likelihood Model By: Paul Duncan Comm 165

3. Elaboration Likelihood Model  People make decisions using one of two mental routes.  Central and Peripheral

4. Central Route  More “active” route  Must have “motivation” and “ability” to think through topic  Examples: Weighing Pros and Cons of a romantic relationship

5. Peripheral Route  Less active  Mental Short-cut for decision making  Adopted when one is unable or unwilling to think through decision  Examples: Shopping for orange juice, or walking to class.

6.  Central or Peripheral Route?

7. What do you think?  Central Route.  Hopefully, the decision maker is making a careful, well-informed decision. Voting is a very important decision.

8. To Sum Up  Making important decisions should require the use of the central route.  Peripheral route is a short of decision making short cut. Used for less important decisions.