The Elaboration Likelihood Model of Persuasion

Abstract

Multiple "routes" to persuasion have begun to appear in analyses of consumer attitudes and attitude change. In the present paper, we review our elaboration likelihood model of persuasion and we discuss the place of our central and peripheral routes to persuasion in this model. It is concluded that the various routes that have been proposed recently can be placed along a dimension of elaboration likelihood, with the interesting theoretical questions being whether the predictions made by these various models and the elaboration likelihood model actually differ, and if so, which predictions are empirically supported. ABSTRACT FROM AUTHOR Copyright of Advances in Consumer Research is the property of Association for Consumer Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)