Jilda_Ch5

The Elaboration Likelihood Model

The elaboration likelihood model addresses the differences in the ways consumers process and respond to persuasive messages. The idea is that when someone is presented with information there is some level of elaboration whether it may be high or low and the level of elaboration determines which processing route the message takes.
 Central Route: The audience cares more about the message rather than the secondary factors.
Peripheral Route: The audience is more attentive to the peripheral cues rather than the message.

http://alistapart.com/article/persuasion-applying-the-elaboration-likelihood-model-to-design