How does the elaboration of likelihood model help to explain the relationship between the persuader the message and tge audience
The elaboration likelihood model (ELM) is a psychological theory that helps explain how people process persuasive messages, and ultimately, how they are influenced by them. The model suggests that people can be persuaded through two different routes: the central route and the peripheral route.
1. Central Route: When individuals are motivated and able to process messages in a thoughtful and logical manner, they are more likely to take the central route to persuasion. In this route, people carefully analyze the message, consider the arguments, and critically evaluate the information provided. They engage in elaborate thinking, using their knowledge, beliefs, and attitudes to make a decision. The persuader's credibility and the message content become crucial factors in persuading the audience.
2. Peripheral Route: On the other hand, when people are not motivated or are unable to process the message deeply, they may rely on peripheral cues instead. Peripheral cues refer to superficial aspects such as the attractiveness of the speaker, the use of emotional appeals, or the presence of expert endorsements. These cues act as shortcuts for individuals to form quick judgments or make less effortful decisions. The persuader's likability or the use of simple, catchy slogans can influence people's attitudes or behaviors through this route.
So, how does the elaboration of likelihood model help explain the relationship between the persuader, the message, and the audience? It suggests that the effectiveness of persuasion depends on whether the audience processes the message centrally or peripherally. Factors such as the persuader's credibility, expertise, and attractiveness, along with the quality and logic of the message itself, play a significant role in determining which route individuals take. By understanding the cognitive processes and routes to persuasion, communicators can tailor their messages to effectively influence their target audience.