Elaboration Likelihood Model (ELM)

Richard Petty and John Cacioppo's 1980s model that persuasion works through a central route (careful thought) or peripheral route (cues).

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Elaboration Likelihood Model (ELM) is Richard Petty and John Cacioppo's 1980s theory that persuasion works through two routes: a central route involving careful thought about arguments, and a peripheral route driven by cues such as attractiveness or credibility. Which route applies depends on a person's motivation and ability to process the message.