Introduction: Why Understanding ELM Matters in Consumer Behavior Every day, consumers make countless purchasing decisions, often without realizing the underlying cognitive processes influencing them. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo (1986a, 1986b), explains how people process persuasive messages through two distinct routes: ✔ Central Route Processing – When individuals engage in …
The Elaboration Likelihood Model in Consumer Behavior: Central vs. Peripheral Processing
Mikhail Oparin 