)
Elaboration Likelihood Model of
Persuasion (ELM)
• Attitudes can be influenced in two ways:
1. Systematic elaboration (the central route)
2. Less elaborate processing (peripheral route)
Petty & Cacioppo et al. (1981,1986)
Less elaborate processing
• Is when the individual mostly consider external cues related
to the source, the message and the audience
• Classic conditioning, mere exposure
/media/loftslag/Eriksson_2-Acceptability-of-policy.pdf