What does the Elaboration Likelihood Model (ELM) refer to?

The Elaboration Likelihood Model (ELM) is a psychological theory that explains how people process persuasive information and make decisions based on that information. Specifically, it posits that there are two primary routes through which messages can be processed: the central route and the peripheral route. When consumers are motivated and able to think deeply about a persuasive message, they engage in central processing, leading to lasting attitude change. Conversely, when they are less motivated or unable to engage with the message, they may rely on superficial cues and engage in peripheral processing.

This dual-route approach highlights the variability in how messages can be received and understood, depending on factors such as personal relevance and cognitive capacity. As a result, the ELM is crucial for developing effective marketing communications that resonate with different audiences based on their likelihood of elaboration.