The Elaboration Likelihood Model (ELM) examines:
(A) the ways in which people are persuaded
(B) the ways in which people are provoked
(C) the ways in which people are motivated
(D) the ways in which people are misguided
Correct Ans: (A)
Explanation:
The Elaboration Likelihood Model (ELM) explains how people respond to persuasive messages. Richard Petty and John Cacioppo created this theory to show that persuasion works through two distinct paths: the central route and the peripheral route.
When someone finds a topic important, they take the central route. They focus on facts, think critically, and evaluate the argument in detail. This path often leads to deeper understanding and longer-lasting belief change.
On the other hand, if the message seems less relevant or the listener lacks time or energy, they choose the peripheral route. Here, people rely on quick cues—like the speaker’s appearance, tone, or popularity. While this path requires less effort, it often leads to short-term attitude shifts.
Communicators choose their strategy based on the audience. If the audience feels highly involved, they present strong, logical points. But when the audience appears distracted or indifferent, they use emotional appeals, visuals, or credibility cues to make an impact.
The ELM emphasizes how motivation and ability affect message processing. It shows that persuasion isn’t accidental—it follows predictable patterns based on how deeply people engage.
In summary, the ELM reveals how people either analyze or skim persuasive content. By understanding these two routes, communicators can shape their messages more effectively and reach audiences with precision.
