Elaboration Likelihood Model

The elaboration likelihood model (ELM) is a general persuasion theory that can help health communicators anticipate how their messages will affect recipients' attitudes and behavior. The ELM proposes that the degree to which people think carefully about (or elaborate on) a persuasive message determines its effectiveness. When people process information carefully, resulting attitudes reflect assessments of the central merits of the evidence presented in light of existing knowledge rather than simple cues. Furthermore, attitudes based on extensive thought are more impactful (e.g., predictive of behavior) than those based on little thought. One way to encourage elaboration is to match the message, source, or setting to the recipient in some way. Although this often enhances persuasion, the ELM states that persuasion variables like matching can have different effects depending on the recipient's degree of elaboration and the presumed meaning of the variable. Thus, communicators should consider these factors in designing health messages.