Understanding Persuasion: The Elaboration Likelihood Model

This chapter delves into the historical context of attitude change and persuasion research, particularly during the tumultuous 1970s, revealing the development of the Elaboration Likelihood Model (ELM). It explains how the model clarifies the processes of persuasion through central and peripheral routes, impacted by motivation and cognitive engagement. The discussion emphasizes the significance of contextual factors, speaker credibility, and audience perception in shaping how individuals process persuasive messages.