ELMElaboration Likelihood

Model

By: Paul DuncanComm 165

Elaboration Likelihood Model

People make decisions using one of two mental routes.

Central and Peripheral

Central Route

More “active” routeMust have “motivation” and

“ability” to think through topic

Examples: Weighing Pros and Cons of a romantic relationship

Peripheral Route

Less activeMental Short-cut for decision

makingAdopted when one is unable or

unwilling to think through decisionExamples: Shopping for orange

juice, or walking to class.

Central or Peripheral Route?

What do you think?

Central Route.Hopefully, the decision maker is

making a careful, well-informed decision. Voting is a very important decision.

To Sum Up

Making important decisions should require the use of the central route.

Peripheral route is a short of decision making short cut. Used for less important decisions.