Elaboration Likelihood Model

Abstract

The elaboration likelihood model (ELM) is a dual‐process model of persuasion. The ELM distinguishes between cognitive responses to persuasive messages that show high levels of cognitive elaboration (central processing) of the message arguments and those that show minimal cognitive elaboration (peripheral processing). Those using the latter type rely on simple cues that are not relevant to the quality of message arguments such as the number of the arguments or the credibility of the speaker. The model offers predictions concerning when each process will occur and outcomes of each process. The most recent addition to the model concerns the audience's meta‐cognitions regarding their confidence in their attitudes. Applications to other media psychology theories are discussed as well as criticisms of the ELM.