Elaboration Likelihood Model (ELM)

• Elaboration Likelihood Model (ELM) describes how individuals process persuasive messages and how attitudes change due to various factors.
• Persuasion ranges from high elaboration (careful thought) to low elaboration (minimal thought).

Routes to Persuasion

• Central Route involves high elaboration and critical evaluation of arguments.
• The central route leads to lasting and resistant attitude change.
• Cues for the central route include logical reasoning, strong evidence, and expert opinions.
• Peripheral Route involves low elaboration, relying on heuristic or mental shortcut cues.
• The peripheral route leads to temporary and easily changeable persuasion.
• Cues for the peripheral route include source credibility, attractiveness, and emotions.

Moderators of Route Selection

• Motivation: Higher personal relevance and need for cognition favor central processing.
• Ability: Increased knowledge and fewer distractions increase likelihood of central route use.

Strongest Cues per Route

• Central Route relies on strong arguments and logical reasoning.
• Peripheral Route uses source credibility, emotional appeal, and superficial cues.

Advertising Example

• Central Route advertises a health drink using scientific studies and expert testimonials to persuade health-conscious consumers.
• Peripheral Route advertises a health drink using a celebrity endorsement and attractive visuals to appeal to less engaged consumers.
• Persuasion depends on motivation and ability.
• The central route uses strong arguments for lasting change.
• The peripheral route uses superficial cues for temporary influence.
• Effective communication strategies incorporate both routes based on the target audience.

Source Characteristics in Persuasion

• The characteristics of the source influence the effectiveness of a persuasive message, shaping audience perception and message processing.
• Key source characteristics include credibility, attractiveness, similarity, likeability, and celebrity status.
• Credibility involves expertise (knowledge and experience) and trustworthiness (perceived honesty and sincerity).
• Expertise is important in complex messages.
• Trustworthiness is strengthened when arguing against self-interest.
• Attractiveness captures attention and creates positive associations.
• Attractiveness is crucial in peripheral route processing (low motivation/ability).
• Similarity increases audience relation to sources with shared values or backgrounds.
• Similarity is effective in peer-influenced behaviors.
• Likeability generates positive affect and enhances trustworthiness, useful in advertisements and influencer marketing.
• Celebrity Status attracts attention and shapes brand attitudes.
• Celebrity status is more effective in low-involvement messages, but overuse can reduce credibility.

ELM Interaction

• Central Route persuasion is driven by expertise and trustworthiness with high motivation and ability.
• Peripheral Route persuasion is influenced by attractiveness, celebrity status, and likeability with low motivation and ability.

Source Selection for Different Messages

• Awareness Messages use celebrities/public figures for attention.
• Instructional Messages use experts for credibility.
• Persuasive Messages use relatable individuals for personal identification.
• Source credibility, attractiveness, similarity, and celebrity status impact persuasion, depending on audience motivation and ability.
• Tailoring the source to the message enhances effectiveness and ensures the right audience engagement strategy.

Key Message Factors in Integrated Strategic Communication (ISC)

• Effective message design relies on structure, content, framing, and language.

Message Structure

• Explicit conclusions clearly state the message's key takeaway, proving more persuasive.
• Implicit conclusions allow the audience to infer the message, effective for engaged audiences but risky.

Message Content

• Narratives immerse audiences in a story, reducing resistance and increasing message receptivity.

Framing

• Framing shapes how information is presented to align with audience values, framed as gains or losses.

Language

• Powerful language (confident and assertive) enhances credibility, and powerless language weakens persuasion.
• Applying explicit conclusions, narratives, framing, and powerful language strategically creates persuasive, impactful ISC campaigns.