There are Two Routes to Persuasion. Let's Elaborate!
Introduction
“Character may almost be called the most effective means of persuasion.” Aristotle
Centuries ago, Aristotle identified the three appeals of persuasive speaking: logos, pathos, and ethos. Logos uses facts and logic to support an argument. Pathos delivers an argument by appealing to the audience's emotions (in other words, tugging on their heartstrings). A good example of the use of pathos in advertising is the ASPCA and St. Jude commercials. Ethos relies on the speaker's credibility and character to deliver an impactful message to the audience. When hearing a speech on the effects of climate change, for example, the audience may prefer to hear from a scientist rather than a politician or celebrity as they're perceived to be more knowledgeable and well-intentioned.
According to Aristotle, the first step in the process of persuasion is to win the trust of the audience. This means focusing on ethos (speaker's credibility and character), before backing your argument up with facts (logos) or emotional appeals (pathos). However, even if an expert delivers a compelling argument that is backed up by facts and supported by funny or sad anecdotes this may not be enough to persuade an audience. Persuasive speakers need to know who their target audience is as they are more likely to respond to a message that is relevant to them. But let's not leave out the other members of the audience, they can still be persuaded. In addition to the target audience, how persuasive messages are processed should also be considered. This is where the Elaboration Likelihood Model comes in.
Elaboration Likelihood Model
The Elaboration Likelihood Model (ELM) focuses on how an audience will respond when faced with a persuasive message. Their reactions will depend on their levels of elaboration. Elaboration refers to the amount of cognitive effort the audience is willing to put in when processing and evaluating information. Depending on their levels of elaboration, or cognitive motivation, audience members will take one of two routes when processing information: the central or the peripheral route. In the central route, highly motivated consumers are willing to analyze the details of a persuasive message in a rational manner. So, someone who is shopping online for a new laptop would not only look at the prices and reviews, but the technical specifications as well. The peripheral route involves lower levels of motivation or elaboration. This means consumers will rely on peripheral cues when processing information such as the style of the message, credibility of the source, and even their own mental states. The consumer isn't scrutinizing the message so much as relying on secondary factors to process information. So, going back to the online shopping example, if someone who is not familiar with the technical aspects of computers is shopping online for a new laptop, they may be more likely to be drawn in by promotional images and video demonstrations.
This does not mean one route is more likely to sway an audience than the other; the persuasiveness of the message, whether processed through the central or peripheral route, will often depend on individual factors such as the degree of involvement, relevance, and whether there are distractions. ELM is a demonstration of the different ways an audience absorbs information. Some focus on the details, others rely on secondary factors, and others may do both.
Conclusion
When creating a persuasive appeal, it is important to not only focus on the target audience, but on how consumers outside of your target group process persuasive information as well. The ELM explains that there are two routes the audience may take when processing this type of information. If audience members take the central route, they are highly motivated and willing to analyze the details of the message before making a decision or modifying their beliefs or attitudes. If members take the peripheral route, then they are not as motivated, which means they need to rely on secondary cues to influence their decision making and/or attitude change. It is possible to create a persuasive appeal that will reach everyone, if you keep the two routes of processing persuasive messages in mind. Whether you are creating a website to sell products or writing a speech on an important cause, it is critical to focus on the central and peripheral routes so that no one is left out of the message. So, are you easily persuaded? Do you tend to focus on the details of a message or the secondary cues? Are you easily drawn to peripheral factors such as celebrity endorsements or expertly edited images? Leave a comment below.
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