The elaboration likelihood model : review, critique and research agenda

Purpose – The purpose of this paper is to review, critique and develop a research agenda for theElaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over threedecades ago and has been modified, revised and extended. Given modern communication contexts, it isappropriate to question the model’s validity and relevance.Design/methodology/approach – The authors develop a conceptual approach, based on a fullycomprehensive and extensive review and critique of ELM and its development since its inception.Findings – This paper focuses on major issues concerning the ELM. These include modelassumptions and its descriptive nature; continuum questions, multi-channel processing and mediatingvariables before turning to the need to replicate the ELM and to offer recommendations for its futuredevelopment.Research limitations/implications – This paper offers a series of questions in terms of researchimplications. These include whether ELM could or should be replicated, its extension, a greaterconceptualization of argument quality, an explanation of movement along the continuum and betweencentral and peripheral routes to persuasion, or to use new methodologies and technologies to help betterunderstanding consume thinking and behaviour? All these relate to the current need to explore therelevance of ELM in a more modern context.Practical implications – It is time to question the validity and relevance of the ELM. The diversityof on- and off-line media options and the variants of consumer choice raise significant issues