Elaboration likelihood model (ELM)

ELM deals with persuasion.

1. Elaboration Likelihood Model (ELM) of Persuasion Prepared by : Arindam Bhattacharjee Research Intern at IIM Kozhikode MBA 1 st year, NIT Rourkela

2. Introduction

3. Persuasion by central route

4. Persuasion by peripheral route

5. Cues associated with peripheral route

6. Key points

7. ELM diagram

8. In short…

9. Patriotism and peripheral cues Patriotism has been implied in the photo ; a classic example of peripheral cue.

10. Alcohol ads and peripheral processing American children view 2,000 beer and wine commercials per year (American Academy of Pediatrics, 1995). Beer advertisements are a significant predictor of adolescent preference for beer brands (Gentile, 2001). 56% of students in grades 5-12 say that alcohol advertising encourages them to drink (American Academy of Pediatrics, 2001).

11. Determinants of route

12. Role of argument(s)

13. 4 Fundamental processes in ELM

14. 4 Pillars of ELM

15. Variables A variable is essentially anything that can  increase  or  decrease  the persuasiveness of a message.

16. Conclusion

17. References Elaboration likelihood model, https:// en.wikipedia.org/wiki/Elaboration_likelihood_model, accessed on 18 th May 2017. Richard E. Petty et al, “Persuasion : From Single to Multiple to Metacognitive Processes ” (2008), Perspectives on psychological science.

18. THANKS