Dual-Processing Models

The Elaboration Likelihood Model of Persuasion

ELM, like its predecessor HSM, proposes two primary paths to persuasion, which operate in tandem. The central route to persuasion (or central processing) involves a high level of cognitive processing (or elaboration) consisting of in-depth thought about the rationality of the argument, the pros and cons of acceptance or refusal, and careful analysis of the evidence presented in order to come to the preferred decision or action concerning the problem being considered. The other route to persuasion takes an opposite approach to convincing someone to do or not to do something. It is called the peripheral route to persuasion and relies on peripheral (or tangential) cues that are not directly related to the substantive elements of the argument or message presented.

The differences between these two are best illustrated by example, such as the situation faced by many typical college graduates when buying their first new car. The ads presented on TV by the dealerships typically do two things: (1) talk about low-low financing and terms for leasing the vehicle, all fairly technical information when buyers stop to read the fine print displayed on the TV screen; and (2) simultaneously present video images of the car racing around and looking generally sexy and stylish. Some individuals will be focused primarily on the image or sexiness/stylishness of the car via the video presented (and especially how they might look driving it around). Others may be more focused on the financial impact of buying the vehicle, and thus will listen more carefully to the financing options presented during the audio portion of the commercial (and be less concerned with the flashy video).

The first group of recent graduates who were being persuaded by the image and style of the car would be taking a peripheral route to persuasion, while the second group who were actually listening to the financing options and considering the pros and cons of leasing versus buying the car would be taking a central route to persuasion. According to the ELM, these two routes can be considered as two end points on an elaboration continuum, with the central route being defined as consisting of high elaboration and anchoring one end of the continuum and the peripheral route consisting of no-to-low elaboration fixing the other end.

Whether a person engages in central or peripheral processing depends on two factors: (1) motivation, which concerns a person's level of involvement with the topic (if a person sees the topic as important, she or he will have higher motivation to expend the mental and cognitive effort required to engage in high elaboration); and (2) ability, or a person's ability to actually understand the concepts presented and be able to make sense of the options presented. In the previous example, many recent college graduates who are unfamiliar with the nuances of auto financing (or financing a large purchase in general) may not have the ability to understand the ramifications of the financing options presented in the advertisement. It is not that they don't [Page 377]want to understand the ramifications or are not intelligent; it's that by sheer lack of experience they are unfamiliar with the language/terminology of what an “APR” (or annual percentage rate) really means, and therefore are left with being able to attend to the only other information presented—the peripheral, sexy imagery of the car—with which to make their decision.

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