In the central route of ELM, what do receivers do?

In the central route of the Elaboration Likelihood Model (ELM), receivers are actively engaged in the process of message evaluation. This means they elaborate on the elements presented in the communication and scrutinize the arguments being made. This engaged processing typically involves a deeper level of thinking where the individual considers the credibility of the source, the quality of the arguments, and the implications of the message being conveyed.

When receivers use the central route, they are motivated to understand and critically analyze the persuasive message, which often leads to a stronger and more lasting attitude change if they find the arguments compelling. This contrasts with the peripheral route, where individuals may rely on superficial cues rather than engaging with the content of the message. By focusing on the message's quality and the logic behind its arguments, receivers in the central route can make informed decisions based on a thorough understanding of the topic at hand.