ELM Elaboration Likelihood Model
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Transcript ELM Elaboration Likelihood Model
ELM
Elaboration Likelihood Model
By: Paul Duncan
Comm 165
Elaboration Likelihood Model
People make decisions using one of two
mental routes.
Central and Peripheral
Central Route
More “active” route
Must have “motivation” and “ability”
to think through topic
Examples: Weighing Pros and Cons of a
romantic relationship
Peripheral Route
Less active
Mental Short-cut for decision making
Adopted when one is unable or
unwilling to think through decision
Examples: 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.