Tag: persuasion theory

March 24, 2026 / Mohammed looti

ELABORATION-LIKELIHOOD MODEL (ELM)

Elaboration-Likelihood Model (ELM): A Review The Elaboration-Likelihood Model (ELM) is an influential persuasion theory developed to explain how people process messages and how this process influences their attitudes and decision making. The ELM is based upon the concept of cognitive processing and is a dual-route approach to persuasion that considers the two different mechanisms of […]

October 22, 2025 / Mohammed looti

DUAL PROCESS MODELS OF PERSUASION

DUAL PROCESS MODELS OF PERSUASION The Core Definition of Dual Process Models The concept of Dual Process Models (DPMs) of persuasion represents a foundational set of theories in social psychology designed to explain how changes in attitude occur. At its core, a DPM posits that individuals process persuasive information—such as an advertisement, a political speech, […]