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A very different theory that makes use of the
cognitive shortcut idea
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is the Elaboration Likelihood Model or ELM in
short.
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It was proposed in 1979 that information can be
processed through a central or a peripheral path.
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When recipients process via the central route
they think about a message extensively.
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The message passes through the different
processing stages. The peripheral route however
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is a shortcut. It’s activated by so called
‘peripheral cues’
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like humor, credibility of the source, fear, or
desire.
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The theory tells us that persuasive attempts
should take into consideration
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the predispositions of the audience, specifically
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a) the motivation to understand a message and
b) the ability to understand that message.
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An example. Let's say Tom wants to buy a car.
He wants the best one out there
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within his price range so he is a) motivated to
compare information on cars.
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And also let’s assume Tom is b) able to
understand the information
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that different brochures and websites give him.
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Because Tom is both motivated and able, the
central route of persuasion
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will probably yield the best persuasive result.
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Having sexy models on the hood of his car will
less likely persuade him.
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His friend Charles is also looking for a car.
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He is perhaps able to compare cars but actually
not so motivated to go through
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all of these sites and brochures, like Tom is.
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Therefore the peripheral cue of the sexy model
will perhaps work on him.
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These are just some examples of many theories
on cognitive shortcuts.
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It’s important for every student of communication
to understand to
-
some degree how and why cognitive shortcuts
work. Every one has them.
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Because, even though cognitive shortcuts do not
always lead to the best logical outcome,
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they save a lot of time and energy.
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