Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

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ELM (pronounced E-L-M) – Elaboration Likelihood Method

Persuasion follows a central route, i.e., recipients think about the message, when they have the motivation and ability to process the message; however, if they lack either the motivation or ability, persuasion follows peripheral route—they may rely on simple cues, such as, “if he is an expert, it must be right.” Booth-Butterfield and Welbourne (2002) review its impact on research.

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