เปรียบเทียบวิธี

	Elaboration Likelihood Analysis	Media Richness Analysis
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1986	1986
ผู้ริเริ่ม	Richard Petty & John Cacioppo	Richard L. Daft & Robert H. Lengel
ประเภท	Dual-process experimental analysis of attitude change	Framework and method for assessing channel richness vs. task equivocality
แหล่งต้นตำรับ	Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York: Springer.	Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554–571.
ชื่อเรียกอื่น	ELM analysis, Dual-process persuasion experiment, Central and peripheral route analysis, Ayrıntılandırma Olasılığı Modeli Analizi	Media richness theory analysis, Information richness analysis, Channel richness assessment, Ortam Zenginliği Analizi
ที่เกี่ยวข้อง	4	3
สรุป	Elaboration likelihood analysis applies Petty and Cacioppo's 1986 Elaboration Likelihood Model (ELM) to study persuasion through experiments that cross message argument quality with peripheral cues under varying levels of audience motivation and ability to think. It identifies whether attitude change travels the central route — effortful scrutiny of arguments — or the peripheral route, reliance on simple cues like source attractiveness or message length.	Media richness analysis applies Daft and Lengel's media richness theory to evaluate communication channels by their capacity to carry rich information and to assess how well a channel fits the equivocality of the task at hand. Rooted in organizational communication, it provides criteria — feedback immediacy, multiplicity of cues, language variety, and personal focus — for ranking channels from lean (a memo) to rich (face-to-face) and for diagnosing whether managers and teams are matching channel to message appropriately.