Unlocking the Power of Persuasion
Take a second to think about the last time you came across an article, editorial piece, video, or even a commercial that compelled you to either do something or adopt a particular viewpoint. Have you ever wondered if you were a willing and active participant in this process? Persuasion has the power to create long-lasting impacts on others. However, as the elaboration likelihood model will show, even the most persuasive of messages can fall flat if the target of the message has little care for it. This blog post will explain how to best craft a persuasive message that resonates with a target audience by breaking down and analyzing the elaboration likelihood model.
The elaboration likelihood model helps us understand how communicated messages travel throughout our thought process. It also allows us to comprehend the factors that play a role in accepting or ignoring the message. Petty and Cacioppo, the theory’s creators, believe that messages can travel through our brains in one of two routes. The route a message takes hinges primarily on how much effort (elaboration) an audience member uses to process and evaluate it. To some degree, characteristics about the message, the source, or the target will also impact the route it will take.
The first route a message can take is called the central route. When messages travel through this route, they are actively processed and scrutinized. This high level of elaboration occurs, in part, because of the target’s high level of motivation. In short, messages that enter the central route get the gears in our heads moving. They make us think cognitively about the message’s meaning.
The second route occurs when there is little elaboration on the part of the target. Messages pass through the peripheral route when the target doesn’t care much for them. This route has a low level of elaboration, allowing other factors to influence the reception of the message. These other factors distract the target from the core message.
This basic knowledge of the elaboration likelihood model is essential to crafting powerful and persuasive messages. Obviously, as the model outlines, we want to make sure our messages travel through the central route — so how do we do that? First, you must cater the message to your audience. You need to know your target audience and make the message relevant. Powerful algorithms have made ad-targeting a powerful tool for advertisers. In fact, last week, I found myself watching a twenty-minute advertisement on YouTube. The video discussed in great detail the types of foods we must be careful to avoid feeding our dogs and the ones that will provide them with great health benefits. As a parent of a French Bulldog with lots of food allergies and concerns, I was highly intrigued by the video presented by a world-renowned veterinarian. Not only was I focused on the message, but it led me to dive deeper. So while we can’t control target characteristics, we can understand them and target those who might closely align to and embrace our communication.
Equally important, for elaboration to occur, the audience must not only have the motivation to process the message they must also have the ability to do so. Distractions or trouble understanding the message will limit the target’s cognitive ability to focus on the message — likely pushing it into the peripheral route. As crafters of communication, we must focus on making messages simple and easy to understand. We must also minimize distractions (at least those within our control). And while we have no control of target characteristics, we have complete control over message characteristics. Our messages should be logical, easy to follow, well written, and grammatically correct. Ensuring they are easy to understand and distraction-free. During one of my upper-level undergraduate seminar courses, the lesson’s focus completely derailed because of a typo. What was supposed to be a lesson on public accountability became a comical situation because the presentation handouts read “pubic accountability.” Looking back, I don’t remember anything about that lesson other than the typo; it’s safe to say the lesson’s content never made it to the central route. As communicators, we may not have complete control of all the characteristic variables, so we should control those we can. Doing so will allow our messages to be better received by our intended targets.
