ABSTRACT
The Elaboration Likelihood Model is the focus of this chapter. The chapter examines the intersection between cognitive processes and persuasion effects, describing the ELM, its applications, conundrums, and contributions to the field.
The Elaboration Likelihood Model is the focus of this chapter. The chapter examines the intersection between cognitive processes and persuasion effects, describing the ELM, its applications, conundrums, and contributions to the field.