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ELM Elaboration Likelihood Model

ELM Elaboration Likelihood Model. By: Paul Duncan Comm 165. Elaboration Likelihood Model. People make decisions using one of two mental routes. Central and Peripheral. Central Route. More “active” route Must have “motivation” and “ability” to think through topic

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ELM Elaboration Likelihood Model

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  1. ELMElaboration Likelihood Model By: Paul Duncan Comm 165

  2. Elaboration Likelihood Model • People make decisions using one of two mental routes. • Central and Peripheral

  3. Central Route • More “active” route • Must have “motivation” and “ability” to think through topic • Examples: Weighing Pros and Cons of a romantic relationship

  4. Peripheral Route • Less active • Mental Short-cut for decision making • Adopted when one is unable or unwilling to think through decision • Examples: Shopping for orange juice, or walking to class.

  5. Voting for President • Central or Peripheral Route?

  6. What do you think? • Central Route. • Hopefully, the decision maker is making a careful, well-informed decision. Voting is a very important decision.

  7. To Sum Up • Making important decisions should require the use of the central route. • Peripheral route is a short of decision making short cut. Used for less important decisions.

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