The Elaboration Likelihood Model (ELM)

Theoretical explanation: The process occurs when someone tries to convince others to think or believe something. The recipient of the message processes the contents of the message and decides whether to accept the idea or not. But what about people do not always process information, but what if they simply exchange information with the crowd? The elaboratability theory (ELM) developed by social psychologist Petty and Cacioppo explains how to convince people or things to persuade or present a statement.

A persuasion refinement possibility model (ELM) is a dual process theory that describes the change in attitude. ELM was developed by Richard E. Petty and John Cacioppo in 1980. This model is aimed at explaining the different ways in which stimuli are handled, the reasons they are used, and the effect of changes in posture. ELM proposes two main persuasion methods: the central route and the surrounding routes. Under a central route, persuasive power may be to consider the true merit of the information provided to carefully and discretely support supporters. The central path contains the sophistication of high level information generated by individuals with a large amount of knowledge about parameters receiving information. The result of the change in attitude is relatively long-term, resistant and will predict behavior.

1 According to Petty and Cacioppo's sophisticated likelihood model (ELM), there are two different paths that can change the attitude and behavior of a person, the center path and the peripheral path. The central path assumes concern and detail, including consistency, logic, and clarity of discussion. On the other hand, in the peripheral path, we use secondary attributes such as attractiveness, familiarity, reliability, etc. of the sender, the recipient's "progress situation" in an inconspicuous manner, and quantify the effect of the message. Persuasion of environmental intelligence setting is a good argument, and the author discusses many human convincing principles that may affect computer persuasion systems.

The expansion of the conflict resolution model was the perceptual likelihood model (ELM) proposed by American psychologists John Cacioppo and Richard Petty in 1980. ELM emphasizes the cognitive handling of persuasive communication. According to this model, if people respond to persuasive communication by contemplating the contents of the message and its supporting arguments, the subsequent change in attitude is more definitive and more resistance to anti-discrimination There will be power. On the other hand, if you use relatively little such reflection to make persuasive communication, subsequent attitudinal changes can be short-lived.