The elaboration likelihood model

The elaboration likelihood model

Researchers have found that a person’s thinking style affects their vulnerability to persuasion, known formally as “the elaboration likelihood model:”

People who have a greater inclination for thinking things through tend to be less swayed by adverts that use superficial tricks like beautiful models and slick graphics, but are more persuaded by adverts that make an intelligent argument.

The implications?

[W]hile people seem to have an intuitive understanding of how thinking style relates to persuadibility, it could plausibly extend to other aspects of persuasion and persuasive techniques such as social norms and the foot-in-the-door technique.

Not a bad trait to be aware of, particularly as graduates head out to seek jobs this spring.