According to elm more long-lasting changes in audience perspectives occur if listeners process the speech message "centrally."
<h3>What is ELM?</h3>
ELM stands for elaboration likelihood model.
The dual process theory known as the elaboration likelihood model (ELM) of persuasion describes how attitudes change. Richard E. Petty and John Cacioppo created the ELM in 1980. The model seeks to clarify various methods of processing stimuli, their uses, and the effects they have on attitude change. The center route and the periphery route are the two main paths for persuasion suggested by the ELM.
The genuine qualities of the data offered in favor of an argument will probably be carefully and thoughtfully considered by a person under the central pathway, leading to persuasion. The central route requires a high degree of message elaboration in which the person receiving the message generates a significant amount of cognition about the arguments. The effects of changing one's attitude will be reasonably long-lasting, resilient, and behavior-predictive.
On the other hand, under the peripheral approach, persuasion happens when someone associates with favorable or unfavorable cues in the stimulus or makes a straightforward assumption about the merits of the stance that is being promoted. The cues that the person receives via the peripheral channel are typically unrelated to the stimuli' logical quality. These indications will be related to things like the message's production value, the message's sources' attractiveness or legitimacy, or both. The chance of elaboration will depend on a person's drive and capacity to assess the argument being made.
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