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1. Process of linking information to be emembered to information we already know. See elaborative rehearsal. 2. Developing an idea by incorporating details to amplify the original simple idea. 3. Process of thinking and scrutinising generating inferences.
The elaboration likelihood model (ELM), proposed by Petty and Cacioppo, places persuasion along a continuum from processes that require extensive thought (central route to persuasion) all the way to those that require hardly any thought at all (peripheral route to persuasion).