عنوان مقاله [English]
The Elaboration Likelihood Model has been raised for more than three decades as one of the important persuasion studies theories in social psychology and communication fields and later in publicity and has been criticized from theoretical and empirical points of view. Since the concepts and theoretical and practical framework of this model have not been scrutinized and evaluated in Persian language sources, this paper intends to introduce various dimensions and aspects of the Elaboration Likelihood Model and analyze the mechanism of its extensive concept developing. The objective was achieved through review, evaluation and criticism of fundamental concepts of this model and revision of the criticisms made by other researchers. We will see in this article how the complicated concept developing of the Elaboration Likelihood Model separates it from quantitative and empirical paradigm origin in social sciences research and takes it closer to a qualitative approach in persuasion studies.