Describe the elaboration likelihood model (ELM).

What will be an ideal response?

The elaboration likelihood model focuses on how audience members interpret persuasive messages. ELM theory indicates that people are persuaded both directly and indirectly. It includes factors that researchers call indirect or peripheral. For instance, if a person responds to the music, creative logo, or attractive spokesperson in an advertisement, he or she has been indirectly persuaded. ELM is more audience-centered than other persuasive theories, so it can be valuable in understanding how we have been persuaded.