How does elaboration likelihood model work

The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. The basic idea is that when someone is presented with information, some level of “elaboration” occurs. … They’ll pay more attention and scrutinize the quality and strength of the argument.

How does the elaboration likelihood model ELM work?

The ELM posits that when a persuader presents information to an audience, a level of “elaboration” results. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it.

What is elaboration likelihood model in communication?

The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.

What are the elements of the elaboration likelihood model?

The Elaboration Likelihood Model (ELM) presents two routes to persuasion; the central route and the peripheral route. Elaboration involves the mental activity surrounding the response to a marketing message, and is determined by MOA; motivation, opportunity and ability.

What is elaboration likelihood model in psychology?

elaboration-likelihood model (ELM) a theory of persuasion postulating that attitude change occurs on a continuum of elaboration and thus, under certain conditions, may be a result of relatively extensive or relatively little scrutiny of attitude-relevant information.

What is elaboration likelihood MCAT?

The elaboration likelihood model considers the variables of the attitude change approach—that is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. …

What are the two routes of thinking in the elaboration likelihood model Why is this important to consider when preparing a persuasive speech?

The model consists of two routes: the central route to persuasion, which is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message; and the peripheral route to persuasion – when people do not elaborate on a persuasive argument and instead are swayed by …

Which of the following are the two routes to persuasion according to the elaboration likelihood model?

According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (figure below).

In what ways are the elaboration likelihood model and the heuristic systematic model different?

The differences between HSM and ELM are that ELM discusses two main routes of persuasion processing: central route processing and peripheral route processing unlike HSM. These two routes of processing define related theories behind attitude change.

Who developed elaboration likelihood model?

The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter.

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How does the elaboration likelihood model work?

The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. The basic idea is that when someone is presented with information, some level of “elaboration” occurs. … They’ll pay more attention and scrutinize the quality and strength of the argument.

What is elaboration likelihood model?

The elaboration likelihood model explains how people can be persuaded to change their attitudes. When people are invested in a topic and have the time and energy to think over an issue, they’re more likely to be persuaded through the central route.

What is elaboration likelihood model in marketing?

The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.

What is the peripheral route persuasion?

the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information.

What is an example of peripheral route persuasion?

For example, if you‘re watching a political debate on TV and the best-dressed candidate seems the most convincing to you, you may have taken the peripheral route to being persuaded.

What are examples of peripheral cues?

An example of a peripheral cue could be the perceived credibility or the attractivenes of the source. Persuasive messages which are processed through the peripheral route are not likely to change attitudes or habits. They only cause short-term behaviour changes.

How does central route persuasion differ from peripheral route persuasion?

Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message’s content.

Which of the following statements about using lies as a way to persuade are accurate?

Which of the following statements about using lies as a way to persuade are accurate? Accurate: … Lying as a means of persuasion is generally ineffective, since most people are pretty good at knowing when a lie is being told.

What is the elaboration likelihood model in advertising?

The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. … Central Route to Persuasion: The Central Route of mental processing in a customers mind involves logical, conscious, deliberate thinking about a marketing message.

What is cognitive dissonance MCAT?

Cognitive dissonance asserts that people will feel distress when they hold conflicting attitudes or beliefs, or when the exhibit behavior that is inconsistent with their beliefs.

What is audience characteristics MCAT?

Audience, or receiver characteristics, include the need for cognition (that is, how deeply people like to think about issues), mood, and age. … Internal factors, such as beliefs, values, personality traits, or abilities, that guide a person’s behavior.

What is attitude change theory?

Attitude change is said to occur when subjects receive new information from other people or media through direct experience with the attitude object, and this forces the subjects to behave in a way different than they used to.

What is the difference between heuristic and systematic processing?

Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate well-learned judgmental shortcuts.

What is the difference between HSM and Elm?

The role of motivation is very similar with the role of involvement in the Elaboration Likability Model (Petty & Cacioppo, 1979). The difference between HSM and ELM is that HSM focuses on what happens when people are in a low motivation, while ELM focuses on what happens when people are in a high involvement.

How does systematic persuasion differ from heuristic persuasion?

The model states that individuals can process messages in one of two ways: heuristically or systematically. Whereas systematic processing entails careful and deliberative processing of a message, heuristic processing entails the use of simplifying decision rules or ‘heuristics’ to quickly assess the message content.

Why might introspecting about the reasons for an attitude decrease the association between the attitude and behavior?

When we introspect about an attitude, we may come up with the easily identifiable reasons for liking or disliking something rather than accessing the real reasons for our attitudes. In this way, the attitudes we have incorrectly inferred through such introspection processes may do a poor job of predicting our behavior.

Which statement about Sternberg's Triangular Theory of Love is most accurate?

Which statement about Sternberg’s triangular theory of love is most accurate? There are three components of love: intimacy, passion, and commitment. Behavior is a product of both the situation and the person.

When persuasive communications follow the peripheral route they focus on which of the following?

The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement.

What is the role of need for cognition in the elaboration likelihood model ELM )?

Need for cognition refers to a person’s desire to engage in and enjoy effortful cognitive processing, or thinking. The construct has significant effect on the persuasion process as detailed by the Elaboration Likelihood Model (ELM, Petty and Cacioppo 1986).

What causes social Judgement?

Social judgment theory suggests that the way we form opinions and thoughts on certain issues depends on three main factors: our anchor, other alternatives, and ego-involvement. … Understanding social judgment theory allows you to better understand how you develop your opinions.

Why is petty and Cacioppo's model of persuasion so influential?

Petty and Cacioppo’s Elaboration Likelihood Model (ELM: see, e.g., Petty & Cacioppo, 1986) has been the most influential model of the persuasion process for almost two decades. Its basic postulate is that when people are confronted with a persuasive message, they want to assess the validity of the message’s claim.