Persuasion Pathway Centrally: Meaning and Illustrations

Convincing Influence Strategies: Explanation and illustrations

In 1986, the Elaboration Likelihood Model (ELM) was introduced as a popular model of persuasion by researchers. This model consists of two primary routes: the central route and the peripheral route.

The central route to persuasion is characterised by careful and thoughtful consideration of the true merits of the information presented. This route relies on deep cognitive processing and engagement with the content, leading to more enduring and resistant attitude changes. In contrast, the peripheral route depends on superficial cues and heuristics, such as the attractiveness of the source or emotional appeals, resulting in more temporary and less stable persuasion.

The central route of persuasion uses facts and statistics to help persuade the audience, potentially leading to longer lasting changes in thinking and behaviour compared to the peripheral route. By presenting facts about a product's features or benefits, the central route aims to convince a person to buy or change their behaviour. On the other hand, the peripheral route may use a model or celebrity to promote a product, focusing on emotions and positive feelings to influence behaviours and thoughts, relying less on active engagement and thought.

In the central route, the audience is actively engaged in processing the information, analysing its validity, and making informed decisions. This process requires a higher level of cognitive effort but can lead to more profound and lasting changes in attitudes and behaviours. In contrast, the peripheral route relies on shortcuts and heuristics, bypassing the need for extensive cognitive processing, but resulting in less stable and resistant attitude changes.

In summary, the Elaboration Likelihood Model provides a useful framework for understanding how persuasion works. By understanding the differences between the central and peripheral routes, individuals can make more informed decisions and marketers can tailor their strategies to be more effective.