The Elaboration Likelihood Model (ELM)
Integrated Persuasion Model: ELM
(Elaboration Likelihood Model)
1. Exposure to the Message
Message arguments + Peripheral cues
This is where it all begins: the consumer sees or hears an advertising message that contains arguments (e.g., "This watch lasts 24 days without charging") and peripheral cues (cheerful music, colors, celebrities).
2. Receptor Processing
Motivation, Ability, and Opportunity of the Receiver to Process the Message
EL = Stop → Central Route
Argument processing
The consumer thoroughly analyzes the content.
Cognitive and emotional responses
Think, reflect, and feel something based on the message.
Attitude formation processes
Attitudes are formed based on reasoning and emotion.
Lasting change in attitude
Firm and stable opinion towards the brand.
EL = Moderate →
Dual Route
Attitude formation processes
The consumer mixes some analysis with emotional reactions or external signals.
Temporary change of attitude
Less firm change of attitude.
EL = Low → Peripheral Route
Peripheral signal processing
The consumer focuses only on the superficial.
Cognitive and emotional responses
Automatic, poorly reasoned reactions.
Attitude formation processes
Weak attitude based on quick impressions.
Temporary change of attitude
Attitude towards the brand (Aᴮ)
Attitude towards the brand (Aᴮ)
Attitude towards the brand (Aᴮ)
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