<P> The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes . The ELM was developed by Richard E. Petty and John Cacioppo in 1980 . The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change . The ELM proposes two major routes to persuasion: the central route and the peripheral route . </P> <Ul> <Li> Under the central route, persuasion will likely result from a person's careful and thoughtful consideration of the true merits of the information presented in support of an advocacy . The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message . The results of attitude change will be relatively enduring, resistant, and predictive of behavior . </Li> <Li> On the other hand, under the peripheral route, persuasion results from a person's association with positive or negative cues in the stimulus or making a simple inference about the merits of the advocated position . The cues received by the individual under the peripheral route are generally unrelated to the logical quality of the stimulus . These cues will involve factors such as the credibility or attractiveness of the sources of the message, or the production quality of the message . The likelihood of elaboration will be determined by an individual's motivation and ability to evaluate the argument being presented . </Li> </Ul>

Who is most likely to be persuaded according to the cognitive response model