Medicine and Health Sciences Commons^™

Route To Persuasion In The Elaboration Likelihood Model: The Role Of Self-Esteem, Hilary Salander

Honors Theses

The current study aimed to explore the relationship between the two routes to persuasion proposed in the Elaboration Likelihood Model of persuasion, the central route and the peripheral route, and an individual’s self-esteem. It was hypothesized that individuals with low self-esteem would be more likely to follow the peripheral route to persuasion due to a lack of cognitive resources needed to enter the central route, while those high in self-esteem were thought to be more likely to follow the central route. Participants were first asked to fill out a series of three short questionnaires, one of which was the Rosenberg …