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What is Understanding the Elaboration Likelihood Model about?

The document introduces the Elaboration Likelihood Model (ELM) of persuasion. [1] The ELM proposes that persuasive messages are processed through one of two routes: the central route or the peripheral route. [2] The central route involves carefully considering message arguments and is more likely to result in long-term attitude change. [3] The peripheral route uses simple cues like celebrities and is more likely to result in temporary attitude changes.

Author

Siddharth Bendale

Language

EN