Elaboration Likelihood Model


The elaboration likelihood model (ELM) of persuasion is a theory about how attitudes are formed and changed. This theory organizes the many different attitude change processes under a single conceptual umbrella. The ELM was created to provide a framework to help explain the many seemingly inconsistent findings in the persuasion literature. Sometimes a variable (e.g., distracting the person reading a message or associating the message with an attractive source) would enhance persuasion, sometimes it would reduce persuasion, and sometimes it would have no effect. Furthermore, sometimes attitude change would last over time and would predict behavior, but sometimes it would not. The ELM provides a framework to help researchers understand the factors responsible for these conflicting findings.

Elaboration Continuum

The extent to which people elaborate in ...

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