elaboration likelihood model (ELM)

peripheral route

(no message elaboration) / low

persuasive communication –> motivated to process? no –> peripheral cues ( speaker’s credibility, reaction of others, external rewards) –> no change of attitude

elaboration likelihood model

central route

(message elaboration) high

persuasive communication –> motivated to process? yes –> able to process? (free from distraction, sufficient knowledge) yes –> type of cognitive processing –> favorable case –> strong positive attitude change