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Table of Contents

1. The Elaboration Likelihood Model of Persuasion.- Postulates of the ELM.- Retrospective.- 2. Methodological Factors in the ELM.- Assessing Attitudes and Persuasion.- Assessing the Basic Constructs in the ELM.- Retrospective.- 3. The Ability to Elaborate in a Relatively Objective Manner.- Factors Affecting the Ability to Elaborate Objectively.- Retrospective.- 4. The Motivation to Elaborate in a Relatively Objective Manner.- Factors Affecting the Motivation to Elaborate Objectively.- Retrospective.- 5. Biased Elaboration.- Ability Variables That Bias Elaboration: Focus on Prior Knowledge.- Motivational Variables That Bias Elaboration: Focus on Forewarning.- Other Variables That Bias Message Elaboration.- Retrospective.- 6. Message Elaboration Versus Peripheral Cues.- Objective Processing Versus Peripheral Cues.- Biased Processing Versus Peripheral Cues.- Retrospective.- 7. Consequences of the Route to Persuasion.- Persistence of Persuasion.- Attitude-Behavior Link.- Resistance to Counterpersuasion.- Retrospective.- 8. Intricacies of the Elaboration Likelihood Model.- Variables With Multiple Effects on Elaboration.- Variables That Affect Message Processing and Serve as Peripheral Cues.- Processing When No Message or Both Sides Are Presented.- Retrospective.- 9. Epilogue.- Determinants of Elaboration Likelihood.- Integrative Potential of the ELM.- Conclusions.- References.- Author Index.