Final answer:
The Elaboration Likelihood Model describes two main routes to persuasion: the central route, which is based on logical arguments and data, and the peripheral route, which relies on superficial cues. The route taken can influence the durability of the attitude change.
Step-by-step explanation:
The Elaboration Likelihood Model (ELM) of persuasion details two main routes through which persuasive messages are processed: the central route and the peripheral route.
The central route to persuasion is when the audience is persuaded by the content of the message itself through logical argumentation and the use of data and facts. For example, a car manufacturer might use this route by highlighting the safety features and fuel economy of their cars to convince potential customers of their vehicle's superiority.
On the other hand, the peripheral route relies less on the substantive content of the message and more on superficial cues to persuade. This may include aspects like the attractiveness of the speaker, catchy slogans, or an appealing visual presentation. For this route to be effective, the audience does not need to pay as much attention to the message as they would with the central route.
Whether a message takes the central route or the peripheral route can influence how durable the persuaded attitude change is. Messages processed through the central route typically lead to more enduring changes.