Question

What are the routes of processing used to explain the elaboration likelihood model? Which is associated with high elaboration?

Short answer

The ELM uses the central route and the peripheral route. The central route is associated with high elaboration.

Step-by-step solution

Introduction to the Elaboration Likelihood Model (ELM)

Understand that the Elaboration Likelihood Model (ELM) is a theory explaining how people process persuasive messages. It suggests there are two main routes: the central route and the peripheral route.

Define the Central Route

The central route involves careful and thoughtful consideration of the persuasive arguments presented. This route requires high elaboration and is based on logical reasoning and factual information.

Define the Peripheral Route

The peripheral route involves shallow processing where individuals are influenced by superficial cues such as the attractiveness of the speaker or the number of arguments presented rather than their quality. This route requires low elaboration.

Determine which is associated with High Elaboration

Compare the two routes to identify which involves high elaboration. The central route is clearly associated with high elaboration as it involves thoughtful and analytical processing of the message.

Key concepts

Persuasive Communication

The Elaboration Likelihood Model (ELM) is crucial for understanding how persuasive communication works. Persuasive communication aims to change attitudes or behaviors through messages. It is an essential part of advertising, politics, education, and everyday interactions.
The effectiveness of persuasive communication depends on how the audience processes the message. The ELM outlines two main routes of processing: the central route and the peripheral route. Each route impacts how a message changes attitudes and behaviors differently.
Knowing these routes helps in developing more effective communication strategies.

Central Route

The central route to persuasion is characterized by careful and thoughtful consideration of the arguments presented in a message. This processing route requires high elaboration.
High elaboration means that individuals are actively thinking about the content, examining the logic and strength of the arguments. They often take the time to research additional information and consider the implications.
Here are key features of the central route:

• Relies on factual and logical information.
• Demands more cognitive effort and attention.
• Involves long-term attitude change.

For example, if someone is considering buying a new car, they might use the central route by researching various models, comparing features, and reading reviews before making a decision.

Peripheral Route

The peripheral route involves more superficial processing of the persuasive message. This route requires low elaboration, meaning individuals engage with the message on a more surface value level. Instead of focusing on the content quality, they might be influenced by:

• The attractiveness or credibility of the speaker.
• The sheer number of arguments presented, without evaluating their quality.
• Emotional appeals or flashy visuals.

An example of the peripheral route could be someone choosing a product based on a celebrity endorsement rather than the actual product's features or benefits.
Peripheral route processing often results in temporary attitude change and is more common when the audience has low motivation or ability to thoroughly process the message.

Message Processing

Message processing is how an individual interprets and evaluates a persuasive message. The ELM shows that this can happen through either the central or peripheral route.
Factors influencing message processing include:

• Personal relevance: The more relevant a message is to someone, the more likely they are to process it centrally.
• Cognitive ability: The ability to understand the message plays a crucial role in which route is used.
• Motivation: Higher motivation usually leads to central route processing.

Effective messages consider audience characteristics and choose the appropriate processing route to maximize persuasion.
Understanding message processing helps communicators tailor their strategies to fit their audience’s likely route.

High Elaboration

High elaboration refers to the detailed and thoughtful processing of a persuasive message, which happens in the central route.
When an individual is highly motivated and the message is relevant, they are more likely to engage deeply with the content:

• They critically analyze the arguments.
• They consider counterarguments and additional information.
• They integrate the information with their existing knowledge.

High elaboration leads to more stable and enduring attitude change as the individual fully understands and embraces the message.
This is why high elaboration is associated with the central route in the Elaboration Likelihood Model. It emphasizes depth of processing and long-term persuasion over superficial cues.