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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 approach assumes the audience's attitude will change through learning of a new message, yet learning does not always result in persuasion. The Elaboration likelihood model is a more contemporary approach to persuasion, stemming from the Yale Attitude Change Approach.