Perfecting the Art of Persuasion Through the Elaboration Likelihood Model

The elaboration likelihood model theory states that depending on how the active audience member processes messages or information, it can often lead to attitudes or behaviors being changed. Generally, this is done in two specific ways: The central route, which means the information is actively processed and the individual evaluated in a rational manner. And the peripheral route, where the receiver does not actively process the information, at least not in a cognitive sense, but instead relies on the style of the message, the credibility of the source, their moods, the environment and a bunch of other factors when processing the message.

Elaboration Likelihood Model
Demographics & Psychographics Examples.
  • Design: visual hierarchy, navigation, and layout
  • Delivery: load time, user experience, rewards, and bells and whistles
Mastering persuasion.

Graduate student at the University of Florida