Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Introduction elaboration likelihood model is developed by richard e. Petty and cacioppos elaboration likelihood model traditional approaches to persuasion, like the yale model, tend to assume that persuasion occurs when listeners or viewers learn a message. These include the elaboration likelihood model elm petty and. Pdf the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. The elaboration likelihood model is discussed in this lesson, including the distinction between the central route and the peripheral route, examples of each route and when people are likely to.
The elaboration likelihood model of persuasion semantic. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained alternative ways in which source, message and contextual variables. 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 provides a theoretical lens for understanding the processes that drive attitude change, or the extent to which ones overall evaluation of a given target is modified from one value to another petty and cacioppo, 1986. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. This paper reports the results of an experiment which generally were consistent with the predictions of the elaboration likelihood model.
Assumptions process trumps variables smcr people are overloaded with persuasive messages it is impossible to evaluate every message people process messages in two fundamental ways central elaborated peripheral not elaborated 2. The model was introduced by petty and cacioppo over three. Decision making by elaboration likelihood model analysis journal and model pdf. Richard petty and john cacioppo posit two basic routes for persuasion. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended.
If you continue browsing the site, you agree to the use of cookies on this website. Source factors and the elaboration likelihood model of. Structured evaluations of 12 smoking prevention messages based on three strategies derived from the elm were conducted in classroom settings among a diverse sample of nonsmoking middle school students in. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources. Pdf source factors and the elaboration likelihood model of. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The model has a number of limitations, some general and some specifically relevant. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual process approach to persuasion another example is chaikens heuristic. According to petty and cacioppo s elaboration likelihood model 1986, we argue that discussion via computer could possibly activate the central route more easily than discussion face to face. Persuasion is very much associated with our daily life. Communication and persuasion central and peripheral routes to attitude change.
Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The elaboration likelihood model was developed by richard e. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. The central route of information processing involves scrutinizing the content. Review paper elaboration likelihood model in consumer. Petty and cacioppo enjoyed a friendly intellectual rivalry and became best friends and eventually roommates so that, in cacioppos words, they didnt have to take breaks. Messages are processed in two ways central processing. The elaboration likelihood model of persuasion springerlink. In the remainder of this article we will outline the elm as a series of postulates that make explicit the guiding assumptions and principles of the model. The current cultivation literature proposes both an active, learning and construction model potter, 1991a as well as a passive, availability heuristic model shrum, 1996, 1997. Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer re. Elaboration likelihood model elm short notes bbamantra.
Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of. Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. They did this by proposing two routes of persuasion that the results of previous studies can fall into. When elaboration levels are high, the individual is using the central route.
Elaboration likelihood model elm short notes the elaboration likelihood model elm insists that consumers make purchase related decisions in two ways. Elaboration likelihood model okeefe major reference. The elaboration likelihood model in the new millennium. Communication and persuasion central and peripheral. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. Petty forthcoming the elaboration likelihood model. Elaboration likelihood model theory using elm to get. Elaboration likelihood model a theory of persuasion. Cacioppo, 1983, 1986, the message response involvement. Indeed, the elm was developed initially to integrate the many seemingly conflicting research findings and.
Elaboration likelihood model is a general theory of attitude change. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. We propose that academics can use the elaboration likelihood model elm petty and cacioppo 1986a, 1986b as a metatheoretical organizing framework to help synthesize inferences from multiple auditor judgment and decisionmaking jdm studies under a single theoretical umbrella. Elaboration likelihood model university of wisconsin.
Evaluation of smoking prevention television messages based. We enjoyed arguing with each other at our initial meeting. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. The idea is that when a person is presented with information, this person will process this information on a certain level of.
If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. This is the stage where message characteristics and source characteristics are both taken into account. Measuring elaboration and evaluating its influence on behavioral intentions. So, petty and cacioppo inadvertently created the impression that listeners do either central or peripheral processing, but not both, by the metaphor.
That is, information presented is critically evaluated and judged on the merit of its content. In any given situation, the likelihood of elaboration thinking varies. 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 theory explains how attitudes are formed and reinforced by persuasive arguments. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Cacioppo 1984,source factors and the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. Rather, they act as a catalyst for selfpersuasion do we process all messages the same. Elaboration likelihood model critique essay example. Elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The former is called central route processing and takes a.
Following along the central route, when a listener is highly motivated and interested, they tend to pay a lot of attention to the quality of the message being delivered. The elaboration likelihood model american accounting association. Understanding internet recruitment via signaling theory. An application of the elaboration likelihood model show all authors. One of the largest criticisms of the elaboration likelihood model hereafter elm pertains to the nature of argument strength. Elaboration in the elm thus refers to the extent to which a person scrutinizes the issuerelevant arguments contained in the persuasive communication. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. 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. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. 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. Cacioppo, booktitleadvances in experimental social psychology, year1986. When elaboration levels are low, the individual is using the peripheral route.
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