This is a sequence of animations broken into four parts on the topic of Elaboration Likelihood Model.

1. Part 1 of 4:
2. The on-screen text says "The elaboration likelihood model asserts that there are two basic “routes” through which attitude change can occur as a result of persuasive efforts. Select each route to learn more. The central route is taken when people engage in high elaboration and carefully ponder the content and logic of persuasive messages. The peripheral route is taken when people engage in low elaboration and persuasion depends on non-message factors, such as the attractiveness and confidence of the source, or on emotional responses."
3. Part 2 of 4:
4. The on-screen text says "Why do people rely on both routes? Given our limited time, knowledge, and cognitive resources, it is just not practical for us to thoroughly scrutinize every persuasive message. A variety of factors influence which route we take. We are more likely to engage in high elaboration when an issue is important to us, when we are knowledgeable about the issue, when we have more time, and when we are not distracted by other matters."
5. Part 3 of 4:
6. The on-screen text says "People who work to persuade us—such as politicians, advertisers, teachers, and friends—can also choose which route to take. For example, a politician who campaigns by delivering carefully researched speeches that thoughtfully analyze complex issues is following the central route to persuasion. In contrast, a politician who depends on marching bands, flag waving, celebrity endorsements, and emotional slogans is following the peripheral route."
7. Part 4 of 4:
8. The on-screen text says "Both routes can lead to persuasion. However, studies suggest that the central route to persuasion leads to more enduring attitude change and that attitudes changed through central processes tend to have more impact on behavior than attitudes changed through peripheral processes."