What does the elaboration likelihood model explain?

The elaboration likelihood model (ELM) is key in understanding how attitudes are formed and changed based on the level of cognitive processing involved. The model posits that there are two routes to persuasion: the central route and the peripheral route. When individuals are motivated and able to process information carefully, they use the central route, leading to more durable attitude change. Conversely, when individuals are distracted or lack motivation, they tend to take the peripheral route, relying on superficial cues rather than engaging deeply with the information. This distinction showcases how attitudes can be influenced differently according to the individual's engagement level, thereby elucidating the dynamic nature of attitude formation and change.