Welcome to our second lecture about persuasion. Now that we know how to define persuasion, we can concentrate on the communicative process. First, I will address the theory. Next, my colleague, Wouter Jacobs, will translate the theory to persuasive gaming. Different theories of persuasive communication have been proposed. We decided to focus on one Petty and Cacioppo's Elaboration Likelihood Model, ELM in short. It is a classical influential theory that also provides the framework for the research on persuasive gaming we are doing at Erasmus University. We will explain the ELM step by step. Elaboration Likelihood refers to whether it is likely that a person expounds on our thinking about an issue. More precisely to what extent she will elaborate on arguments regarding the issue. Thinking about the issue might result in developing or changing her attitude. ELM research has shown that there are two different routes through which a persuasive message can result in attitude change. A central one, and a peripheral one. The central route involves focused thinking about the issue. It comes with a high level of elaboration resulting in a critical evaluation of the issue related information. This central kind of thinking typically results in a well articulated attitude. Persuasion via the peripheral route is far less profound. It is rather concerned with the form of the message than with its issue related content. Hence, attitudes form through the peripheral route are often superficial. The next animation presents the two routes in a specific context of persuasion. Imagine being a car salesman, selling cars. Now, according to a scientific theory called the Elaboration Likelihood Model, there are two different ways to persuade a customer. The most obvious way is the so-called central route. Here we really think about the information we're given. Take this car, for example, six cylinders and over 600 horsepower for only, yeah, that is something right? On the other hand, the peripheral route is all about how the message is shown and appeal to our emotions. Ladies and please get in the car, this makes you feel like the king of the road, doesn't it? Not only car salesmen, also serious games often try to persuade us, of course they give us a lot of information, but at the same time they are also fun to play. What way of persuasion do you think they use? The question is clear. What way of persuasion do you think persuasive games use? Yes, this is a difficult question. We will develop our answer step-by-step. Playing the game, or more precisely, it's procedural rhetoric, incites players to elaborate on their thinking about the issue addressed in the game. Highly intense games that are fast-paced and difficult may require so much thinking capacity for completing the game that players have few cognitive resources left to elaborate on the issue addressed in the game. On the other hand, slow and pensive games that often come without time restrictions offer players ample time to concentrate on the message, thus increasing the opportunities for elaboration. However, this kind of persuasive game could become so boring that players are not motivated at all to start thinking about the message in the first place. What about the peripheral route? In the animation, the car was presented in an attractive light to incite positive feelings in the client. Research has shown that a good mood increases people's openness to new messages. It was also found it might result in an intention to buy stuff. Persuasive games offer ample opportunities to present the message in an attractive way. It is not a coincidence that persuasive games often have funny characters, bright and colorful graphics, and joyful music. These elements all appeal to peripheral processing and are meant to result in a positive feeling with respect to the game and it's message. One could even argue that the creativity of designing persuasive games is all about packaging serious information in a playful manner. In short, we argued that persuasive games youth boast both the central and peripheral route to realize their goal. That is inciting or changing an attitude regarding the issue addressed in the game. As a final note, we would like to stress two things, first, that the distinction between the central and peripheral routes is an analytical one. This means that we can tear them apart in the analyses, but we should keep in mind that the routes are merged when the game is played. Because all information in the game emerges through playing with the funny characters in the bright and colorful game environment. Next, we must keep in mind that research, applying the Elaboration Likelihood Model to persuasive gaming is in its infancy. Now, we would like to invite you to our next lecture that presents an analysis of three cases.