In the 1980s, the psychologists Richard E. Petty and John T. Cacioppo developed the “Elaboration Likelihood Model” to describe how persuasion works. “Elaboration” here means the extent to which a person carefully thinks about the information. When people’s motivation and ability to engage in careful thinking is present, the “elaboration likelihood” is high. This means people are likely to pay attention to the relevant information and draw conclusions based on the merits of the arguments or the message. When elaboration likelihood is high, a person is willing to expend their cognitive resources to update their views.
Two paths to persuasion
The idea is that there are two paths, or two “routes,” to persuading others. The first type, termed the “central” route, comes from careful and thoughtful consideration of the messages we hear. When the central route is engaged, we actively evaluate the information presented, and try to discern whether or not it’s true.
When the “peripheral” route is engaged, we pay more attention to cues apart from the actual information or content or the message. For example, we might evaluate someone’s argument based on how attractive they are or where they were educated, without considering the actual merits of their message.
When we accept a message through the peripheral route, we tend to be more passive than when we accept a message through the central route. Unfortunately, the peripheral route is more prevalent because we are exposed to an increasingly large amount of information.