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The Elaboration Likelihood Model is fairly regarded as an important conceptualization of persuasion in business and personal communication. The ELM was developed, to change the outstanding beliefs about persuasion and to prove that audiences and message recipients are the active participants of persuasive messages. The significance of the ELM is difficult to underestimate. Its concepts and principles are actively utilized in all individual and business communication domains, from advertising and marketing, to the development of anti-AIDS campaigns. Unfortunately, the current state of literature about the ELM is rather scarce. The future research must concentrate on the evaluation of the strengths and weaknesses of the ELM model when applied in various business and individual communication conditions and circumstances.
The Elaboration Likelihood Model is a popular cognitive response model used to conceptualize and raise the efficiency of persuasive messages in various communication situations (Bordens & Horowitz, 2001). The model was first proposed in 1986, to prove that audiences and message recipients are the active participants of the persuasion process (Bordens & Horowitz, 2001). According to the ELM, the success of persuasive messages and appeals depends on a broad range of the recipients’ subjective characteristics, including their self-esteem and motivation, their involvement and beliefs, values, education, and intelligence (Bordens & Horowitz, 2001). For the most part, the ELM is grounded on the Yale model of persuasive modeling, but it is the only model that emphasizes the centrality of the audience in persuasive appeal, especially their motivations and emotions (Bordens & Horowitz, 2001). The ELM applies to the concepts of central route processing and peripheral route processing – the latter help to explain how the audience and its motivations can work to enhance a message’s
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