The elaboration likelihood model is a theoretical framework by which our attitude towards a subject may change or become reinforced via one of two thought processing modes. One is the peripheral route to persuasion; whereby surface level thought processing of superficial cues prevails. The other is the central route to persuasion which involves deeper thinking to evaluate a subject based on greater analysis of the details it presents in order to make better informed calculations and decisions (Wagner & Petty, 2011).

Although either route can result in the same outcome regarding attitude from an onlooker’s perspective, each has divergent influences over the development and maintenance of an individual’s attitude and consequently their judgement and decision making. The model offers better prediction and understanding of the factors which may affect attitudes and in which particular scenarios, as well as the consequences of attitude change (Petty et al. 2005).

In any given situation, one route holds dominance over the other in forming the individual’s persuasion inclination and the particular mode is determined via the individual’s elaboration likelihood. Motivation, mood and time constraints play an important role in determining which route is adopted for a particular situation (Wagner & Petty 2011). When motivation is high and ample time available, greater rigor of thought can be applied to processing of information presented during an event. Thus, adoption of the central route to persuasion becomes the favourable option, leading to deeper processing of information on the core messages and arguments presented.

In contrast, as motivation dwindles or thinking is debilitated by for example stress, sleep deprivation or time restriction; the peripheral route will likely assert itself. Resulting in shallow interpretation with a focus on peripheral elements such as the message deliverer’s visual appeal or the quantity of their persuasive argument rather than quality. This route makes one prone to taking mental shortcuts towards attitude change as we allow the peripheral cues to impact our judgement even though these may carry very little or no relevant information about the core components of the message (Petty R.E., Cacioppo J.T. 1986).

Advertising is a classic example of the implications and effectiveness demonstrated by the peripheral route to persuasion. Our attention is grabbed by surface details, such as bold, emotive headings and seductive imagery which requires comparatively low cognitive processing to digest. The fact that many adverts are short and flash by in rapid succession tends to make the peripheral route dominant in thought processing of such information. With a corresponding tendency to automatically lapse into the peripheral route and overlook the small print which contains important details such as price, contractual details or hardware/software compatibility. For example, this route can lead to purchase of an item that is useless with one’s current equipment itinerary or configuration. So, the positive change in attitude from initial peripheral route adoption led to an illogical behavioural outcome, and this initial positive attitude change can more readily and rapidly shift to become negative. Any attitude shift resulting from selecting this route, is inherently less likely to be maintained over time (Wagner & Petty, 2011).

The expression “sex sells” epitomizes the dominance of superficial cues over attitude via the peripheral route. However, in individuals highly motivated and interested in the product advertised, the central themes of the advert become the focus and attitudes towards it maintained for a prolonged duration (Obilo O. 2015).

According to this model. the maintenance of attitude reinforcement or change is correlated to the depth of information sequestered and thought processing involved.

The peripheral route can play an important role for survival, where a rapid response is required, such as in the avoidance of imminent danger. However, it is the route least likely to create a positive or lasting change in attitude. The lack of depth and quality of thought when adopting this route leads one’s attitude to be affected by surface level cues, which means that cognitive bias and illogical judgement is more likely to occur (Wagner & Petty, 2011). The central route by contrast is more likely to instil enduring attitude change which is less prone to counter persuasion and declining in strength over time (Sherman et al. 1990).

The ELM demonstrates logical reasoning behind its dual pathway construct to validate one’s attitude of a subject. The resulting attitude change may be neutral, positive or negative regardless of the route taken. However whatever shift in attitude occurs is evidently more likely to be maintained over time with a central route approach.

 

Wagner, B.C., & Petty, R.E. (2011). The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Theories in social psychology (pp. 96-116).

Obilo O. (2015) Revisiting the Myths: Sex Sells. Developments in Marketing Science: Proceedings of the Academy of Marketing Science.

Petty, R. E., Cacioppo, J. T., & Strathman, A., & Priester, I. R. (2005). To think or not to think? Exploring two routes to persuasion.

Sherman. S. J., Mackie, D. M., Driscoll, O. M. (1990) Priming and the differential use of dimensions in evaluation. Social Psychology Bulletin.

Petty R.E., Cacioppo J.T. (1986) Message Elaboration versus Peripheral Cues. In: Communication and Persuasion. Springer Series in Social Psychology.