Elaboration Likelihood Model

There are two types of persuasion: Central Route (elaboration) and the Peripheral Route.

The central route deals specifically with elaboration. First of all, there is either a personal relevance or a need for cognition. When I approach a store and there is a group of Girl Scouts selling cookies, I feel obligated to buy atleast one box from the troop. I was a girl scout and I remember how difficult it is to sell cookies in order to receive exciting prizes. This is an example of relevance because I know how important cookie selling is to Girl Scouts. Someone who needs cognition may be someone like my Logic professor. He gets really excited about equations and shares that once you know how to do one, they are pretty easy.

When I think of a peripheral route, the show Deal or No Deal comes to mind. While the viewers are getting involved with the contestants winnings, they also have a chance to win money. The viewers can pick one of six cases to see which case has $10,000 by sending in text messages or submitting up to ten guesses for a case online. This is a tangible award that someone watching the show can obtain. Source creditablity may also come into play for the viewers. They look and see six beautiful women with six brief cases and may lose their train of thought for why these six women are on television.

I believe that someone takes one or the other route for different situations and not the same route for every situation. I am intrigued by ads online, commericals on the radio, and even the infomercials on television which means I am following the peripheral route, but I also follow the central route where something needs to relate to me to increase my motivation. I hope this theory is continued to be investigated to see if all people fall under one of another or if these are the only two routes that can be taken for motivation.