What does the elaboration likelihood model propose?

The elaboration likelihood model proposes that there are two distinct routes to persuasion: the central route and the peripheral route. This model suggests that the way individuals process persuasive information significantly influences the likelihood of changing their attitudes.

When people take the central route, they are more likely to engage in careful and thoughtful consideration of the arguments presented. This typically happens when they are motivated to think about the message and have the ability to do so, leading to more enduring attitude change based on the quality of the arguments.

On the other hand, the peripheral route involves less cognitive effort. Individuals may be influenced by superficial cues, such as the attractiveness of the speaker, the emotional appeal of the message, or the presence of a large number of arguments, even if those arguments are not strong or well-founded.

This dual-route framework emphasizes that persuasion is not a one-size-fits-all process; different contexts or audiences will engage with persuasive messages differently. Thus, the model highlights the complexity of attitude change and the interplay of cognitive processing and emotional influences in persuasion.