In groups of 5 no more, no less you will be creating a youtube video of one of the theories we covered in class. Source factors and the elaboration likelihood model of persuasion. The extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. Elaboration likelihood model feelings of dissonance. However, some literature suggests that price savings might increase the motivation to process the message. This theory, called the elaboration likelihood model elm, states that the amount and nature of the thinking that a person does about a persuasive message e. Persuasion, attitude change, and the elaboration likelihood model. An application of the elaboration likelihood model springerlink. Cacioppo and pettys elaboration likelihood model theory elm seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. This theory, called the elaboration likelihood model elm, states that the amount and nature of the.
The elaboration likelihood model the elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of. Richard petty and john cacioppo posit two basic routes for persuasion. Elaboration likelihood model of persuasion 125 theoriesperhaps more data and theory than on any other single topic in the social sciences see mcguire, 1985there was surprisingly little agreement concerning if, when, and how the traditional source, message, recipient, and. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message. Specifically, it is a dualprocess theory that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. Elaboration likelihood model the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication and the strength of the attitudes that result from those processes. They are called central route and peripheral route. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo.
A metatheory for synthesizing auditor judgment and decisionmaking research 171 auditing. The elaboration likelihood model in the new millennium. Document resume ed 310 145 author title the effect. Nov 11, 2009 elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. The elaboration likelihood model of persuasion elm is essentially a theory about the thinking processes that might occur when we attempt to change a persons attitude through communication, the different effects that particular persuasion variables pla, and the y within these processes strength of the judgements that resultsee. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. However, the elm also realizes that at other times receivers are passive, being persuaded by the peripheral route. Apr 25, 2016 this video on elaboration likelihood model was created by one or more students in a social psychology class as part of a class project.
Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Apr 20, 2017 elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation. As stated by festringer 1950, people naturally want to have correct attitudes. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and. The elaboration likelihood model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient for predicting the effects of. Elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation. Evaluation of smoking prevention television messages based. The central path is most appropriately used when the receiver is motivated to think about the message and has the ability to think about the message. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways.
Locus of control, learned helplessness, and the tyranny of. Apr 07, 20 psychology definition of elaborationlikelihood model elm. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Explaining theories of persuasion sage publications. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Elaboration likelihood model social psychology iresearchnet. Source factors and the elaboration likelihood model of.
Drawing on the elaboration likelihood model elm, we compared two alternative influence processes, the central and peripheral routes, in motivating it acceptance. The elaboration likelihood model elm of persuasion is a dual process theory describing the. The elaboration likelihood model as a theory of attitude formation. What links here related changes upload file special pages permanent link page information wikidata item cite this page. Social judgment theory consider your personal and professional network. Elaboration likelihood model critique essay example graduateway. According to the elaboration likelihood model, we process information along two possible paths or two possible routes.
Issuerelevant elaboration will typically result in the new arguments, or ones personal translations of them, being integrated into the underlying belief structure schema for the attitude object. Application of the elaboration likelihood models in the. Hunter is a professor of psychology at michigan state university. Rise in childhood obesity in 2004, lobstein, bauru, and uauy, members of the international obesity. Notice that the likelihood function is a dimensional function of given the data 1 it is important to keep in mind that the likelihood function, being a function of and not the data, is not a proper pdf. In any given situation, the likelihood of elaboration thinking varies. The elaboration likelihood model claims that there are two paths to persuasion.
The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. The elm is a dual process theory of attitude formation and change resulting in persuasion. Elaboration likelihood model critique essay example. Thus, a comparison of informationcentered presentations and elaborationenhancing presentations is necessary to determine which method will more effectively reduce antifat person attitudes. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. The central route emphasises a high relevance of the message to the individual. Elaboration likelihood model theory using elm to get. Elaboration likelihood model communication studies. When elaboration is higher, people use central route processing requiring conscious cognition. The elaboration likelihood model elm attempts to place these. Article information, pdf download for processing of apparel.
The elaboration likelihood model of persuasion elm is essentially a theory about the thinking processes that might occur when we attempt to change a persons. Elaboration likelihood model paper brenna mordans comm 473. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Hamilton, associate professor of communication sciences at the university of connecticut. This theory organizes the many different attitude change processes under a single conceptual umbrella. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. Elaboration likelihood model a theory of persuasion. These processes were respectively operationalized using the argument quality and source credibility constructs, and linked to per.
The elm proposes that under low elaboration likelihood, source factors serve as simple acceptance or rejection cues under moderate elaboration likelihood source factors guide the extent of thinking. The term elaboration refers to the cognitive act of analyzing a persuasive argument. We draw on the elaboration likelihood model, cognitive load theory, service adoption process theory, and the two dimensions of consumers innovativeness i. Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information. Elaboration likelihood model paper brenna mordans comm. What is the elaboration likelihood model in psychology. The elaboration likelihood model elm was designed to explain such differences in persuasion and how those differences affect attitudes and value judgments. The elaboration likelihood model the diversity of data on the traditional source, message, receiver, and channel variables, and the various theoretical approaches to persuasion led petty and cacioppo 1986 to. The elaboration likelihood model as a theory of attitude.
Abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. When we are motivated and able to pay attention, we take a logical, conscious thinking, central route to decisionmaking. Decision making by elaboration likelihood model analysis journal and model pdf. Drawing on the elaborationlikelihood model elm, we compared two alternative influence processes, the central and peripheral routes, in motivating it acceptance. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route. These are referred to as the central and peripheral routes. It recognizes that sometimes audiences are active, thinking about messages and the arguments in those messages. Elaboration likelihood model routes to persuasion richard petty, john cacioppo learning objectives know the 2 routes to persuasion and their components be able to explain the elm chart explain how topic relevancy determines which route will be used by the listener explain the role of motivation and ability in determining which route will be used two routes 1. Elaboration likelihood model oregon state university. Thus, a comparison of informationcentered presentations and elaboration enhancing presentations is necessary to determine which method will more effectively reduce antifat person attitudes. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors.
Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. Pdf this chapter outlines the two basic routes to persuasion. This video on elaboration likelihood model was created by one or more students in a social psychology class as part of a class project. Review paper elaboration likelihood model in consumer. Sep 01, 2011 progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. Elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
According to okeefe, if the central route of persuasion is to be used, the receivers assessment of positive valence toward his or her thoughts is the most critical aspect controlling whether or not persuasion occurs. The elaboration likelihood model of persuasion springerlink. Progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. The elaboration likelihood model asserts two main channels for conveying persuasion messages, the central route and the peripheral route. The elaboration likelihood model states that there are two routes through which persuasive messages are processed. One of the largest criticisms of the elaboration likelihood model hereafter elm pertains to the nature of argument strength. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. An application of the elaboration likelihood model.
The model has a number of limitations, some general and some specifically relevant. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Petty and others published the elaboration likelihood model find, read and cite all the research you need on researchgate. Using the elaboration likelihood model elm, an experimental study was. If you continue browsing the site, you agree to the use of cookies on this website. The purpose of this chapter is to describe a theory of persuasion that maintains that not all attitude changes that look the same really are the same. Psychology definition of elaborationlikelihood model elm.
In the elaboration likelihood model theory, persuasive messages will be received differently by the recipient. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the elaboration likelihood model elaboration likelihood model. In an advertising context, the model holds that the process responsible for ad effectiveness is. Elaboration likelihood model is a general theory of attitude change. Persuasion, attitude change, and the elaboration likelihood.
Influencing behavior attitudes norms habits skillsabilities behavior. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Evaluation of smoking prevention television messages based on. Elaboration likelihood model theory using elm to get inside. The elaboration likelihood model elm, developed by petty and cacioppo, proposed two routes to attitude change. The model was introduced by petty and cacioppo over three. It is likely easy for you to come up with at least one example of a person with whom you.
The elaboration likelihood model elm of persuasion is a theory about how attitudes are formed and changed. According to this model, after a particular route is chosen, the information is then passed through three different stages. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. Premier mikhail gorbachev appeared on television in each others countries.
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