Elaboration Likelihood

Application

Elaboration likelihood is an influence theory that deals with the amount of elaboration needed in a message when considering the needs and views of the audience. An audience that feels personal ramifications and is significantly affected by an argument will require a central route in which a logical, well-managed thought process is used. On the other hand, a less motivated audience may be persauded by someone who uses a peripheral route, one that concentrates on speaker credibility and charisma.

Hopefully, the following example will serve to make this theory easier to understand...

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College students and law enforcement officials rarely have a good relationship. Lately this has become more apparent as a number of schools (the September 15, 1998 edition of The Post reports on Ohio University's recentefforts) have begun to crack down on underage drinking. Law enforcement sees this problem as not only illegal but as a major threat to college campuses. The typical college student does not understand why police and liquor control agents spend the time they do on underage drinking when there are many other crimes that deserve more attention. As you can see, these two groups have radically different views on the same issue and any attempt to persuade the other is going to have to be a highly logical, elaborated argument.

For instance, a police officer standing in front of an entire dorm full of students at an alchohol awareness meeting would not be able to rely on her charm and personality to persuade these college freshmen and sophomores that they should not drink while under the age of 21. In fact, this officer faces an almost impossible task as she stands in front of this hostile audience. If she is hoping to sway at least some of them she must rely on facts about the health risks and legal consequences of underage drinking, and this officer must also take time to prepare facts and figures to present to this audience.

The same would be the case if a group of students were to attempt to persuade law enforcement officials with a petition of student signitures. Surely they would not be convinced by a cute smile and a seemingly humerous personality. Again, the task of persuading these people seems almost impossible. So, if they hope to gain any ground, these students will have to concentrate on a central route of persuasion. Their presentation would have to include information on about more important crimes being committed by college students including sexual assault and narcotics use and possession. Again, this confrontation is not worth the effort if the students to not take the time to put together an involved, factual argument.

The question we must ask when constructing a message is this: Will our audience have the motivation to pick apart this message and determine its content? If the answer is yes, we must use central route of persuasion. If the opposite is true, a peripheral route using emotion and reputation should be effective.

Check out Oregon State University's Communication Theory site featuring elaboration likelihood and other theories.

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