a postulate in the elaboration-likelihood model holding that variables can influence persuasion in one or more of five possible roles. When elaboration is likely to be low, a variable can influence persuasion by possibly serving as a peripheral cue. When situational and dispositional factors do not cause elaboration to be extremely high or low, a variable can influence persuasion by determining the amount of elaboration. When elaboration is likely to be high, a variable can serve as an argument if it is directly relevant to evaluating the attitude object, as a biasing factor in elaboration, or as a self-validation factor in elaboration.