Whether in advertising, in politics or in everyday conversation with acquaintances or friends. Learn vocabulary, terms, and more with flashcards, games, and other study tools. An application of the elaboration likelihood model. Elm says persuasion can occur at any point on the continuum, but nature of persuasion varies. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. 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 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. Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. The effects of structural and grammatical variables on persuasion. 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. In the elaboration likelihood model the strength of. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration. Persuasive argumentation is a more important determinant of persuasion when recipients are motivated and able to process attituderelevant information than when they are not.
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. Create marketing content that resonates with prezi video. Advances in consumer research volume 11, 1984 pages 673675. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major. Cacioppo intended to provide a better understanding of persuasive communications in the society. 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 application of persuasion theory to the development of. Richard petty and john cacioppo posit two basic routes for persuasion. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch.
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. These two persuasion processes are called the central route and the. The elaboration likelihood model of persuasion acr. Social judgment theory consider your personal and professional network. The elaboration likelihood model of persuasion communication. Pdf this chapter outlines the two basic routes to persuasion. The application of persuasion theory to the development of effective proenvironmental public service announcements renee j. Two routes to persuasion 34 persuasion as a learning process 36 persuasion as information processing 37 persuasion and incentives 38 persuasion by.
Elaboration likelihood model theory using elm to get. 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 elaboration likelihood model elm of persuasion is the. Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. Elaboration likelihood model oregon state university. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. This model explains how persuasive message works in the changing of attitude of our reader or the viewer. Application of persuasion and health behavior theories for. What is the elaboration likelihood model in psychology. The elaboration likelihood model elm proposes the more. The elaboration likelihood model of persuasion sciencedirect. It will help you to understand your customer to increase the likelihood that you will use a technique that will persuade the customer to purchase your product. 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. What characteristics of a talk might lead us to be persuaded by it.
I dont flippin know no need to get all in a tizzy napoleon. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Elm and types of persuasion the elaboration likelihood model is a theory by petty and cacioppo 1981 to explain about how a persuasive message worked to change the attitude of the receiver, where peoples motivation and ability to process information varies with situational and individual factors. The elaboration likelihood model elm of persuasion is the theory that people from comm 5 at miami university. Petty and others published mass media attitude change. 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 american accounting association. As we know already, the attitude refers to the learned evaluation. The incidence of type 2 diabetes mellitus dm2 is increasing in the united states and europe.
Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information. Attitudes as knowledge structures 32 from attitudes to actions. What is the elaboration likelihood model and what does it say about persuasion. Especially in advertising persuasion attempts are rarely based on. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Currently 26 million americans 8% of the population and 347 million europeans 9. Abstract multiple routes to persuasion have begun to appear in analyses of consumer attitudes and attitude change. The elaboration likelihood model elm proposes the more global view that consumer attitudes are changed by two distinctly different routes to persuasion. The elaboration likelihood model of persuasion semantic. 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. Using the elaboration likelihood model to examine online. The elm argues that when a person encounters some form of communication, they can process this communication with varying levels of thought elaboration, ranging from a. Implications on the elaboration likelihood model of persuasion find, read and cite all the research you.
Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The elaboration likelihood model indicates the factors that determine which of these is more likely. The role of subjective norms 34 elaboration likelihood model. According to the model, two paths toward persuasion exist, central path and peripheral path. 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.
One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose 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. So basically, this process of the elaboration, and the process of persuasion, in elaboration likelihood model is. Filed under audience focus, cacioppo, elaboration likelihood model, misers, model need, peripheral route petty and cacioppo suggested there are two different routes to effective persuasion, which one is more effective will depend on whether the audience focus on the message itself, or outside factors, such as the credibility of the source. Cacioppo 1981 developed the elaboration likelihood model of persuasion and argued that the course of persuasion is based on how much mental processing or. Wikipedia the elaboration likelihood model elm of persuasion1 is a dual process theory of how attitudes are formed and changed, which was developed by richard e. Attitudes and persuasion 349 this position provoked a fascinating exchange of views in psychological inquiry 1999, vol. To investigate the dynamics of online persuasion, this research uses the elaboration likelihood model elm to determine the effects of argument quality as a central route to influence attitude change versus design and social elements as peripheral routes to attitude change.
The elaboration likelihood model of persuasion springerlink. 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. The elaboration likelihood model claims that there are two paths to persuasion. Publisher summary this chapter outlines the two basic routes to persuasion. Elaboration likelihood model elm is a theory that defines attitude change in people. Elaboration relatively low, not really focused on message. When elaboration is higher, people use central route processing requiring conscious cognition. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes.
The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. 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. Different factors influence persuasive outcomes depending on which process is activated. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of. The next stage of the elaboration likelihood model is the processing stage. One such model is the elaboration likelihood model, originally created for the study of persuasion in social psychology, but with proven implications and applicability in marketing, especially in. 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. Elaboration likelihood model is a general theory of attitude change. Source factors and the elaboration likelihood model of. Persuasion can attempt to influence a persons beliefs, attitudes, intentions, motivations, or behaviors in business, persuasion is a process aimed at changing a persons or a groups attitude or behaviour toward some event, idea, object, or other persons, by using written, spoken words or visual tools to convey information, feelings, or. The psychology of persuasion the elaboration likelihood.
However, some literature suggests that price savings might increase the motivation to process the message. One route is based on the thoughtful consideration of arguments central to the. This is the stage where message characteristics and source characteristics are both taken into account. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristicsystematic model developed by shelly chaiken. It is a theory that specifies when people are more likely to be influenced by the content of. Introduction elaboration likelihood model is developed by richard e. 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 a theory of persuasion. Cognitive response rational theories mental processing. The study of attitudes and persuasion began as the central focus of social. The former is called central route processing and takes a. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. The elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Premier mikhail gorbachev appeared on television in each others countries.