The ELM dictates how information is stored in your brain.
In a nutshell, there are two types of memory (recollection and recall) that stem from two modes of persuasion (central and peripheral).
But before we get carried away, let’s talk about memory.
Recall is when you can regurgitate a piece of information off the top of your head, such as your phone number. Recollection is when you can’t remember something just then, but you ‘know it when you see it,’ such as your license plate number.
This is very important for advertisers to know.
What is more important, however, is how information gets to the ‘tip of your tongue’ vs. the ‘top of your mind’ in the first place.
This is where the ELM comes in.
Basically, it’s a very straightforward theory: the more you have the ability and desire to elaborate on something, the more likely you are to develop a lasting determination (either for or against the information presented, depending on how much you like it). In other words, if you take time with something, you will be more persuaded, for a longer period of time, because in essence, you are persuading yourself.
This is called central processing.
If information is thrown at you quickly and you only have a second to process it, you will make a determination on whether you like it, or believe it or not, based on an emotional response. This persuasion is ephemeral, that being, it doesn’t last too long or penetrate too deeply.
This is called peripheral processing.
Centrally processed information gets shuffled over into your recall part of the brain.
Peripherally processed information gets shuffled over into the recollection part of the brain.
In other words, if you want something to have a lasting recall effect – be logical, write a book (or blog). If you want to go for immediate response, pull at the heartstrings and write a fancy jingle.
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