Persuasion amidst a pandemic: Insights from the Elaboration Likelihood Model

Abstract

COVID-19 mitigation strategies have largely relied on persuading populations to adopt behavioural changes, so it is critical to understand how such persuasive efforts can be made more effective. The Elaboration Likelihood Model (ELM) of persuasion allows for the integration of a variety of seemingly disparate effects into one overarching framework. This allows for prediction of which effects are more likely to lead to subsequent behaviour change than others and for generation of novel predictions. We review several recent investigations into persuasive effects of variables related to the source of a persuasive message, features of the message itself, the recipient, and interactive effects between variables across these categories. Each investigation is situated within the ELM framework, and future directions derived from the ELM perspective are discussed. Finally, the implications of each piece of research for COVID-19 persuasive messaging are unpacked and evidence-based recommendations are made.