---
title: "Elaboration Likelihood Model: Persuasion Theory"
description: "The Elaboration Likelihood Model explains persuasion through two routes—central (argument scrutiny) and peripheral (cues). Key for UPSC GS4 ethics and attitude."
url: "https://modeldiplomat.com/learn/glossary/elaboration-likelihood-model"
---

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Model Diplomat Research Team · Last reviewed June 22, 2026

TL;DR

- The Elaboration Likelihood Model is a dual-process theory of persuasion holding that attitudes change through either a central route based on argument scrutiny or a peripheral route based on cues.
- What is the difference between the central and peripheral routes in the ELM?
- Why does the ELM matter for UPSC GS4 ethics preparation?
- How does the ELM differ from the Heuristic-Systematic Model?
- Are attitudes changed via the central route more durable?

[Civil Service & Diplomatic Exams](https://modeldiplomat.com/learn/civil-services/glossary)Updated June 22, 2026

The Elaboration Likelihood Model is a dual-process theory of persuasion holding that attitudes change through either a central route based on argument scrutiny or a peripheral route based on cues.

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In 2014 India's Swachh Bharat Mission paired central-route sanitation and health data with peripheral cues—celebrity ambassadors and a recurring jingle—to persuade audiences of differing involvement levels.

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