The Elaboration Likelihood Model Beginning in the 1970’s, persuasion and attitude change researchers started to notice patterns in how individuals responded to messages designed to influence them.

The tactics we use to persuade other people often function through the same principles that drive our own decision-making. As a result, the more we learn about the dynamics of our own thinking, the ...

This study applies an important model from psychology and advertising-the Elaboration Likelihood Model (ELM) (Cacioppo and Petty, 1989; Petty and Cacioppo, 1981)-to young people. This model remains a ...

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time. We’re long-term subscribers to WARC and it’s a tool we use ...