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The Elaboration Probability Model for Persuasion
When it comes to affecting people's behavior, the elaboration likelihood model is the one that seems to be most effective. The original model was who says what to whom in which channel and to what effect? Who is the communicator? What's the message? In which medium of the context? And to whom is the audience? And the effect would be what is the impact? If I want you to buy my brand of razor blade, it's more about picking what is the persuasion sort of handbook that you're going to pick up out of all the ones available.