This is the stage where message characteristics and source characteristics are both taken into account. Elaboration likelihood model is a general theory of attitude change. 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. Richard petty and john cacioppo posit two basic routes for persuasion. 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. We enjoyed arguing with each other at our initial meeting. Understanding internet recruitment via signaling theory. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Indeed, the elm was developed initially to integrate the many seemingly conflicting research findings and. So, petty and cacioppo inadvertently created the impression that listeners do either central or peripheral processing, but not both, by the metaphor. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour.
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. Pdf source factors and the elaboration likelihood model of. The elaboration likelihood model was developed by richard e. 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. 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.
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. Communication and persuasion central and peripheral routes to attitude change. 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. The central route of information processing involves scrutinizing the content. Decision making by elaboration likelihood model analysis journal and model pdf. If you continue browsing the site, you agree to the use of cookies on this website. Rather, they act as a catalyst for selfpersuasion do we process all messages the same. 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. Elaboration likelihood model critique essay example. Cacioppo, booktitleadvances in experimental social psychology, year1986. 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. Elaboration likelihood model theory using elm to get.
In any given situation, the likelihood of elaboration thinking varies. The next stage of the elaboration likelihood model is the processing stage. Source factors and the elaboration likelihood model of. Elaboration in the elm thus refers to the extent to which a person scrutinizes the issuerelevant arguments contained in the persuasive communication. Cacioppo, 1983, 1986, the message response involvement. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. 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. When elaboration levels are high, the individual is using the central route.
Pdf the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Review paper elaboration likelihood model in consumer. Elaboration likelihood model okeefe major reference. 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. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. 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.
Elaboration likelihood model elm short notes the elaboration likelihood model elm insists that consumers make purchase related decisions in two ways. If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. The model was introduced by petty and cacioppo over three. Elaboration likelihood model is a dual processing model of attitudes formation and change, the model being often used as a. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Petty forthcoming the elaboration likelihood model. One of the largest criticisms of the elaboration likelihood model hereafter elm pertains to the nature of argument strength.
The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. The elaboration likelihood model american accounting association. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. 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. Measuring elaboration and evaluating its influence on behavioral intentions. 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. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch.
Evaluation of smoking prevention television messages based. These include the elaboration likelihood model elm petty and. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Elaboration likelihood model a theory of persuasion. The former is called central route processing and takes a. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses. Introduction elaboration likelihood model is developed by richard e. The idea is that when a person is presented with information, this person will process this information on a certain level of. These results were consistent with the assumption expressed in the elaboration likelihood model petty and cacioppo, 1979. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. This paper reports the results of an experiment which generally were consistent with the predictions of the elaboration likelihood model.
Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer re. Cacioppo 1984,source factors and the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained alternative ways in which source, message and contextual variables. The theory explains how attitudes are formed and reinforced by persuasive arguments. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. The elaboration likelihood model of persuasion springerlink. They did this by proposing two routes of persuasion that the results of previous studies can fall into. An application of the elaboration likelihood model jerry. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources. What is the elaboration likelihood model in psychology. 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.
That is, information presented is critically evaluated and judged on the merit of its content. Elaboration likelihood model university of wisconsin. The elaboration likelihood model of persuasion semantic. Elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. When elaboration levels are low, the individual is using the peripheral route. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Messages are processed in two ways central processing. An application of the elaboration likelihood model show all authors. Communication and persuasion central and peripheral. One hundred and thirtysix undergraduate participants read either a strong or weak message promoting regular dental xossing with a frame gain vs. The elaboration likelihood model in the new millennium. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. Given modern communication contexts, it is appropriate to question the models validity and relevance.
The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. 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. The model has a number of limitations, some general and some specifically relevant. Pdf the elaboration likelihood model of persuasion.
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