A CRITICAL SYNTHESIS OF THE ELABORATION L IKELIHOOD MODEL

This article proposes a critical presentation of Petty and Cacioppo's (1981, 1986) Elaboration Likelihood Model (ELM). The ELM model has acq uired an important place in the study of persuasive processes. The sim plicity of its assumptions and the many applied and empirical studies that it provides contributed to its success. Recently, different autho rs criticized the internal consistency of the ELM, and its integrative aspect. The recent emergence of an alternative conception of the indi vidual in Social Psychology is intimately tied to this debate.