What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?

The two major components of the communications model (the source and the message) have impact on persuading consumers to change their attitudes, but which has more impact depends upon variations in consumer involvement. The elaboration likelihood model of persuasion (ELM) assumes that once a consumer receives a message, she or he begins to process it. Depending upon the personal relevance of this information, very different cognitive processes will be activated when the message is received, and will determine which aspects of a communication are processed.
One of two routes to persuasion will be followed:
- Under conditions of high involvement, the consumer takes the central route to persuasion. Promotions should be patterned on rational paradigms (i.e., providing reasons why the consumer should buy the product, product attributes, etc.)
- Under conditions of low involvement, a peripheral route is taken instead. Promotions should be patterned on emotional or non-attribute cues (e.g., source attractiveness).