Abstract:
The Elaboration Likelihood Model and Diffusion of Innovation are theories that describe decision-making processes. Diffusion of innovation explains the time it takes for individuals to learn about an innovation, try the innovation, and make the decision to adopt or reject it. The ELM suggests individuals use a dual process of thinking. The route to persuasion changes depending on how the person thinks. Each route targets different levels of thinking. This thesis investigates the relationship between the ELM and diffusion of innovation.
