Elaboration likelihood model is an interesting theory. I can relate to the central path of ELM, which is most appropriately used form of persuasion when the receiver is motivated to think about the message and has the ability to think about the message.

Take for example infomercials on TV that last for about 30 minutes or an hour. Mostly advertising the sale of things like jewelry, computers, clothes, collectibles, home business ventures, weight loss programs etc… So for anyone to watch these channels, you must be somehow interested in these items or at least have prior knowledge about them and probably looking for the latest versions of the items in question, what new features they have, speed, glamour, or style.

I was probably interested in Home Business Venture because there was so much buzz about it and after long resistance and doubt, I was finally persuaded to buy into it. The testimonials from people who had achieved success using this system helped to bring a positive change of attitude for me to take the initial steps.

However, I discovered that a lot is involved and not all they say is true. For the central route path of ELM to be effective, it must be persuasive and has to direct the audience towards the communicator to his or her benefit.  When I purchased that Home Business program, the objective of the persuasion was achieved. Hence, if I didn’t buy the product nor any other person for that matter, then the ad failed to be persuasive.