Theory of slack resources (TSR)
Theory Name
Elaboration Likelihood Model
Acronym
Alternate name(s)
None
Main dependent construct(s)/factor(s)
Changed Attitude
Main independent construct(s)/factor(s)
Argument Quality Peripheral Cues
Concise description of theory
The elaboration likelihood model (ELM) is a psychological theory that addresses the process of persuasion. Specifically, it is a “dual-process” theory – that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route.
In the ELM, information is the primary driver of attitude change. When information is carefully considered, cognitive effort is expended, and then an informed judgment is made, an individual is using the central route of information processing. When using the central route, individuals cognitively elaborate on the content of an informational message, evaluate its content, and consider other issues relevant to the information. Elaboration in the ELM thus refers to “the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication.” (Petty and Cacioppo, 1986, p. 7). When elaboration levels are high, the individual is using the central route.
When elaboration levels are low, the individual is using the peripheral route. This route requires less cognitive effort than the aforementioned central route. Heuristics, cues, and affinity with the source of the information form the basis for an attitude change when using the peripheral route. Simple decision rules are used here rather than active, effortful analysis of information.
The ELM explains that changes in attitudes are a function of (1) the quality of the information or argument, (2) peripheral cues, including heuristics and other stimuli that influence persuasion, and (3) elaboration likelihood.
Diagram/schematic of theory
Originating author(s)
Seminal articles
Originating area
Psychology
Level of analysis
Individual
Links to WWW sites describing theory
Elaboration Likelihood Model - Wikipedia entry
Elaboration Likelihood Model – Psychwiki.com
Elaboration Likelihood Model – University of Twente
Elaboration Likelihood Model – video from “The Psych Files”
Links from this theory to other theories
TRA, TPB, TAM, UTAUT
IS articles that use the theory
Contributor(s)
Jeff Baker
Date last updated
26 May 2014
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