Elaboration Likelihood Model The Elaboration Likelihood Model (ELM) was developed by Richard E. Petty and John T. Cacioppo in the early 1980s. (Paul A.M, 2012). The elaboration likelihood model of persuasion is a dual process theory that explaining the different levels of information processing in individuals. It also seek to explain the different method of processing stimuli, the reason they used, and their result towards an attitude change. Besides, the Elaboration Likelihood Model (ELM) was also created to explain past inconsistencies in attitudes research. Whereas past models was tended to highlight one effect of a given variable and one process by which that effect happened. (Cialdini, Robert B, 1993). Petty and Cacioppo said that a communication can have a persuasive impact through one of two routes. People use two route to process the relevant attitude …show more content…
It aim to shape one’s thinking in a direction that will likely benefit the receiver. This model is about determining whether the message is indeed persuasive. A persuasive message could be an advertisement. Motivated to …show more content…
Receiver will only have the motivation to process the message when it has some relevance to the individual. Besides, if they don’t have the desire or interest to think about the product or message. This is known as low involvement message. Conversely, if people are more likely to pay attention into the message when he/she has a higher degree of personal experience in the persuasive communication, this is called as high involvement message. For example, a person suffering from cancer will want to know about the latest treatment that can help