The elaboration likelihood model of persuasion semantic. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. Elaboration likelihood model a theory of persuasion. Introduction elaboration likelihood model is developed by richard e. The term elaboration refers to the cognitive act of analyzing a persuasive argument.
Elaboration likelihood model theory using elm to get. Elaboration likelihood model okeefe major reference. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. Persuasion, attitude change, and the elaboration likelihood. Its impossible to make a list of cues that are strictly peripheral. Elaboration likelihood model communication studies. Start studying elaboration likelihood model persuasion. Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message.
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. Pdf a test of the elaboration likelihood model for. Learn for free about math, art, computer programming, economics, physics, chemistry, biology, medicine, finance, history, and more. Khan academy is a nonprofit with the mission of providing a free, worldclass education for anyone, anywhere. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The elaboration likelihood model elm, developed by richard e. A persuasive message will most likely change the attitude of the message recipient. Given this support for the long history of persuasive processes, it is surprising that it was only 60 years ago that any sort of systematic research attention was applied to the study of persuasion. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in.
The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. An eyetracking study of the elaboration likelihood model. Persuasion can take one of two paths, and the durability of the end result depends on the path. The elaboration likelihood model of persuasion springerlink. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major. When elaboration is higher, people use central route processing requiring conscious cognition. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Wideranging research into the brain and the human experience. The elaboration likelihood model of persuasion contemporary scientific research on attitude change began in the 1940s as an extension of the u. Brannon millions of dollars are spent each year in attempts to persuade people to visit recreation and tourist attractions in the united states. Cacioppo made a theory based on the concept of persuasion in 1980 known as elaboration likelihood model of persuasion. The systematic route is similar to the elaboration likelihood.
All of these characteristics, but especially the target characteristics, play an important role in the elaboration likelihood model, which is a model that tries to explain how our attitudes are formed and how they can be changed. 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. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. Given modern communication contexts, it is appropriate to question the models validity and relevance. As the elaboration likelihood is decreased, however, peripheral cues become more important. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Dual process models of persuasion xu major reference. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. In any given situation, the likelihood of elaboration thinking varies. Although most elaboration likelihood model elm research has measured the effects of peripheral cues by studying credibility, a speakers competence or character could also be a stimulus to effortful message elaboration. Pdf this chapter outlines the two basic routes to persuasion. The elaboration likelihood model northwestern scholars.
Cacioppo in the early 1980s, is a twofold, or dualprocess, model that describes how people choose to manage, either systematically or heuristically, information they encounter. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. Elaboration likelihood model is developed by richard e. The elaboration likelihood model elm proposed by richard e. This chapter traces the development of the elaboration likelihood model elm across three decades of research. 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 indicating the way many of the traditionally studied variables and theories relate to these basic processes. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristicsystematic model developed by shelly chaiken. They found that people reacted differently to a message depending. It is likely easy for you to come up with at least one example of a person with whom you 104 applying communication theory for professional life 05dainton. The dual process models of persuasion explain how attitude change happens by linking persuasion to social cognition.
The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. The books epilog includes what the authors at the time called the elaboration likelihood model of attitude change. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. These limitations are presented and discussed along with suggestions for research. The elaboration likelihood model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. Richard petty and john cacioppo posit two basic routes for persuasion. The elm began as a theory about the processes responsible for attitude change and the strength of the attitudes that result from those processes. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. Cognitive response rational theories mental processing. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. The elm proposes that under low elaboration likelihood, source factors.
Explaining theories of persuasion sage publications. Elaboration likelihood model theory using elm to get inside. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Explaining theories of persuasion s ince the mid1930s when dale carnegie first published his bestselling book how to win friends and influence people, the notion of how to persuade others has been both a popular and profitable subject. An eyetracking study of the elaboration likelihood model in. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message. The basic idea is that when someone is presented with information, some level of elaboration occurs. 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 elm is a multiprocess theory of persuasion about the processes underlying changes in attitudes. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. The elaboration likelihood and metacognitive models of attitudes. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. 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. 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.
As we have noted, the accumulated research on persuasion points. The elaboration likelihood model of persuasion semantic scholar. 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. 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. We remember the message as ideas and we will be persuaded by it.
The elaboration likelihood model elm has been designed to discover how its possible that there are differences in persuasion and how these differences affect peoples attitudes. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Source factors and the elaboration likelihood model of persuasion richard e. This model is based on the idea that persuasion level of a message can affect the desired effect of the message. The elaboration likelihood model of persuasion sciencedirect. Social judgment theory consider your personal and professional network. These are all things that can influence how we attend to and receive a message.
In short, when the elaboration likelihood is high, the central route to persuasion dominatcs, but when the elaboration likelihood is low, the peripheral route takes precedence. A test of the elaboration likelihood model for therapy. Premier mikhail gorbachev appeared on television in each others countries. The successful persuasion tactic is one that directs and channels thoughts so that the target thinks in a manner agreeable to the communicators point of view. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Source factors and the elaboration likelihood model of. It provides insight into the model s development and covers a number of classic approaches to attitude change and persuasion including motivational approaches. 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. Source factors and the elaboration likelihood model of persuasion. Persuasion is very much associated with our daily life. 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 and metacognitive models of.
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