MENTAL MODEL · M1653

Elaboration Likelihood Model, ELM

BehaviorHigh supportPsychology

Included

Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Proposed by Petty and Cacioppo. Persuasion has two routes: the central route (Central Route, thoughtful, logical, durable but effortful) and the peripheral route (Peripheral Route, based on mood/appearance/celebrity endorsement, quick but changeable).

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

- Persuasion strategy: if the audience is knowledgeable (high motivation/high ability), use data and logic via the central route; if the audience is layperson or time-pressed (low motivation), use polished graphics, expert titles via the peripheral route.

anchor

Anchor fast decisions

Petty–Cacioppo proposed: persuasion has a central route (deep processing of arguments) and a peripheral route (relying on cues like appearance/quantity), depending on audience motivation and ability.

MINIMUM ACTION

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Practice this model in one real situation:

Assess audience motivation and processing ability
when high, use central route (strong arguments)
when low, use peripheral route (credibility/emotional cues)
match the route.

Check to track your progress (stored locally)

Learning progress0%

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Source support: Explicit

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en.wikipedia.orghttps://en.wikipedia.org/wiki/Elaboration_likelihood_modelZH · Explicit
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