Conclusions of The Elaboration Likelihood Model
In addition to these factors, the ELM also makes several unique proposals.
It is suggested that attitudes formed under high elaboration, the central route, are stronger than those formed under low elaboration. This means that this level of persuasion is stable over time and is less susceptible to decay or any type of counter-persuasion. Attitudes formed under low elaboration, the peripheral route, are more likely to cause a short term attitude change.
Variables in ELM routes can serve multiple roles in a persuasive setting depending on other contextual factors (examples below). Under high elaboration, a given variable (e.g., source expertise) can either serve as an argument ("If Einstein agrees with the theory of relativity, then this is a strong reason for me to as well") or as a biasing factor ("if an expert agrees with this position it is probably good, so let me see what else agrees with this conclusion" -- at the expense of information that may disagree with it).
Under conditions of low elaboration, a given variable can act as a peripheral cue. This could happen, e.g., through the use of an "experts are always right" heuristic. Note that, while this is similar to the Einstein example presented above, this is a simple shortcut, which, unlike the Einstein example, does not require careful thought. Under conditions of moderate elaboration, a given variable can serve to direct the extent of information processing: "If an expert agrees with this position, I should really listen to what (s)he has to say".
Interestingly, when a variable affects elaboration, this can increase or decrease persuasion, depending on the strength of the arguments presented. If the arguments are strong, enhancing elaboration will enhance persuasion. If the arguments are weak, however, more thought will undermine persuasion.
More recent adaptations of the ELM (e.g.) have added an additional role that variables can serve. They can affect the extent to which a person has confidence in, and thus trusts, their own thoughts in response to a message (self-validation role). Keeping with our source expertise example, a person may feel that "if an expert presented this information, it is probably correct, and thus I can trust that my reactions to it are informative with respect to my attitude". Note that this role, because of its metacognitive nature, only occurs under conditions that promote high elaboration.
Read more about this topic: Elaboration Likelihood Model
Famous quotes containing the words conclusions, likelihood and/or model:
“It is the true office of history to represent the events themselves, together with the counsels, and to leave the observations and conclusions thereupon to the liberty and faculty of every man’s judgement.”
—Francis Bacon (1561–1626)
“What likelihood is there of corrupting a man who has no ambition?”
—Samuel Richardson (1689–1761)
“The best way to teach a child restraint and generosity is to be a model of those qualities yourself. If your child sees that you want a particular item but refrain from buying it, either because it isn’t practical or because you can’t afford it, he will begin to understand restraint. Likewise, if you donate books or clothing to charity, take him with you to distribute the items to teach him about generosity.”
—Lawrence Balter (20th century)