350 16.2 Understanding PrinciPles of PersUasive sPeaking
with a long name is actually a simple idea that offers an explanation of how
people are persuaded to do something or to think about something. Rather
than prescribing how to craft a persuasive message from the standpoint of the
speaker, as Aristotle does, ELM theory describes how audience members inter-
pret persuasive messages. It’s an audience-centered theory of how people make
sense out of persuasive communication.
To elaborate means that you think about the information, ideas, and issues
related to the content of the message you hear. When you elaborate on a mes-
sage, you are critically evaluating what you hear by paying special attention to
the arguments and evidence the speaker is using. The likelihood of whether or
not you elaborate (hence, the term elaboration likelihood model) on a message var-
ies from person to person and depends on the topic of the message.
The theory suggests that there are two ways in which you can be per-
suaded: (1) the direct persuasion route, that you follow when you elaborate,
consciously think about, or critically evaluate a message, and (2) the indirect
persuasion route, in which you don’t elaborate and are instead influenced
by the more peripheral factors of the message and the messenger—you are
less aware of why you are persuaded to respond positively or negatively to a
message.thE DirEct PErsuasion routE When you elaborate, you consider what
Aristotle would call the underlying logos, or logic, of the message. You care-
fully and systematically think about the facts, reasoning, arguments, and evi-
dence presented to you, and then you make a thoughtful decision as to whether
to believe or do what the persuader wants. For example, you buy a good data
package for your smartphone because you are convinced you will benefit from
constant access to the Internet; you’ve read the literature and have made a logi-
cal, rational decision. There may be times, however, when you think you are
making a decision based on logic but instead you are being persuaded by less
obvious strategies via an indirect path.thE i nDirEct PErsuasion routE If you don’t elaborate (that is, if you
don’t use critical thinking skills while listening), you simply develop an overall
impression of what the speaker says and how the speaker says it. The indirect
route is a more intuitive than rational process. You can be persuaded by such
indirect factors as catchy music used in an advertisement or your positive reac-
tion to the attractive and articulate salesperson who wants to sell you a product.
It’s not an evaluation of the logic or content of the advertisement or the salesper-
son’s reasoning or evidence that persuades you; it’s the overall feeling you have
about the product or the salesperson that triggers your purchase. When hearing
a speech, you may be persuaded by the appearance of the speaker (he looks nice;
I trust him); by the sheer number of research studies in support of the speaker’s
proposal (there are so many reasons to accept this speaker’s proposal; she’s con-
vinced me); or by the speaker’s use of an emotionally charged story (I can’t let
that little girl starve; I’ll donate 50 cents to save her).