in RIA Executive Summaries

THE ELABORATION LIKELIHOOD MODEL OF PERSUASION
The following research brief describes a cornerstone theory of Judgement and Decision Making. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, postulates a dual process manor in which decision makers take in and process information.
Background:
Understanding the intricacies of the decision process is paramount if one wishes to alter that process. Otherwise, you’re simply inputting changes into a black box and observing each output, but with no real understanding of how the strings are being pulled, what mechanism is responsible for any changes seen, and a firm understanding of how to adjust or replicate the inputted changes.
The ELM model is highly prolific and offers valuable insight on how decision makers take in and process information pertinent to their decision. It posits two distinct routes to information processing, and therefore two routes to influencing decisions.