Elaboration likelihood model

Elaboration likelihood model (ELM) is elaboration refers to the extent to which an individual needs to develop and refine information necessary for decision-making to occur. This model is used to explain how cognitive processing, persuasion and attitude change occur when different levels of involvement are present.

Definitions

According to the Marketing Communications by Fill (5th edition),

Elaboration likelihood model (ELM). Elaboration refers to the extent to which an individual needs to develop and refine information necessary for decision-making to occur. This model is used to explain how cognitive processing, persuasion and attitude change occur when different levels of involvement are present.