THE ELABORATION LIKELIHOOD MODEL

2 BASIC ROUTES TO PERSUASION

• Working in tandem
• central route: cognitive processing (i.e. thinking about it)
• peripheral route: thinking around it (i.e. how it seems)
• Parallel Processing
• both routes work at once:

ROUTES AND INVOLVEMENT

• Central or Peripheral? Two factors
• Motivation: central is harder, requires more motivation
• Lower skill results in more use of peripheral info

EFFECTIVE PERSUASION

• Central processing: longer-lasting persuasion
• Peripheral processing--shorter-lived persuasion

PRIMARY SOURCE CREDIT:

• ROBERT H. GASS AND JOHN S. SEITER, PERSUASION SOCIAL INFLUENCE AND COMPLIANCE GAINING.
• Fourth edition, Allyn and Bacon