Why explaining to a six-year-old really works
In the early 1980s, Richard Petty and John Cacioppo developed a model called Elaboration Likelihood Model (ELM) describing how persuasion alters attitudes. Without delving into too much detail, ELM proposes that if your audience possesses both the motivation and requisite skills to understand your message, they are influenced ‘centrally’ or by what you present. On …