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The elaboration likelihood model (description)
The elaboration likelihood model states that a person can be influenced by a
message by going down two possible routes: the central route or the peripheral
The central route: occurs when the audience are motivated to think about
the message in the advert, if the message is relevant to them and if the
person has a high need for cognition. The route is also more likely if the
audience has a high IQ. This leads to a focus on the quality of the
arguments in the message which leads to long term attitude change.
The peripheral route: occurs when the audience are not motivated to think
about the message. This is likely to occur if the audience are not motivated
to think about the message. These types of audience have a low IQ, little
time and lots of distractions. Instead they focus on peripheral factors in an
advert such as colour, attractive people or the mood of the advert. Going
down the peripheral route leads to short term attitude change.