The Elaboration Likelihood Model (ELM) is a psychological theory that explains how people process persuasive messages. It suggests that there are two main routes to persuasion: the central route and the peripheral route. The central route involves careful and thoughtful consideration of the arguments presented, while the peripheral route relies on superficial cues, such as the attractiveness of the speaker or emotional appeals. The effectiveness of each route depends on the individual's motivation and ability to process the information. When people are highly motivated and able to think critically, they are more likely to engage with the central route, leading to lasting attitude change. Conversely, when motivation or ability is low, they may be influenced by peripheral cues, resulting in temporary changes in attitude.