Concept
The Elaboration Likelihood Model (ELM) is a theory of persuasion that explains how individuals process persuasive messages through two distinct routes: the central route, which involves careful and thoughtful consideration of the arguments, and the peripheral route, which relies on superficial cues. The route taken depends on the individual's motivation and ability to process the information, ultimately influencing the strength and durability of the attitude change.
Relevant Degrees
3