Important+Concepts+and+Changes+Over+Time

__** Important Concepts of the Elaboration Likelihood Model and How They Relate to Each Other **__

A core concept in relation to the Elaboration Likelihood Model is that in supplement to the central route, a receiver is able to learn a message without being persuaded (Cios encyclopedia). If a receiver has both the ability and motivation to fully process the information from a message, it is not absolute that they will be persuaded. However, the key concept in the central route of persuasion is that the receiver must have the ability and motivation to fully process the actual message. This results in the need for the receiver to be actively engaged in decoding the message, and thus, a more highly involved receiver.

In supplement to the peripheral route, a receiver may also be persuaded without paying attention to the message. For example, if a viewer of a commercial does not have the motivation to process the information from and advertising message, but the commercial has annoying jingle, the viewer may automatically be persuaded not to buy the product. Variables aside from the core message are what is influencing the receiver whether or not to accept the overall message given to them. These outside variables can include, for example, the attractiveness of a spokesperson, seeing the sender of the message as an expert and credible source, or even as mentioned above, whether the like the jingle of a commercial. Any variable of a message aside from the core information is what guides the peripheral route of persuasion.

__**How the Elaboration Likelihood Model has Developed Over Time**__

The Elaboration Likelihood Model is a relatively new theory. Petty and Cacioppo developed it in the 1980’s. Because the theory has only been around for less than 30 years, there has not been a huge amount of change to the theory over time. However, studies through the 1900’s show the development of what turned into the Elaboration Likelihood Model. In 1959, White studied and developed findings showing the differences in cognition based on motivation. In 1975, Underwood and Shaughnessy noted, “Certain questions allow individual differences to be an integral part of theoretical thinking. This creates the ability to test adequacy of theoretical notions” (Journal of personality and social psychology). From 1982 to 1984, Cacioppo and Petty developed their Elaboration Likelihood Model, which explained that individual differences in ability and motivation to process a message affect the cognitive approach they take to decoding a message sent to them.