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. Influencing behavior attitudes norms habits skillsabilities behavior. Elaboration likelihood model essay 473 words bartleby. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. It recognizes that sometimes audiences are active, thinking about messages and the arguments in those messages. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. Charles reigeluth indiana university and his colleagues in the late 1970s. 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 1 is a dual process theory describing how attitudes form and change. The elaboration likelihood model of persuasion sciencedirect. The elaboration likelihood model elm is a type of dualprocess theory that describes attitudes.
Following the cognitive response approach, the elaboration likelihood model of persuasion elm. Heres a brief and hopefully clear explanation for this psychological theory. This video is a practical guide on how to use elaboration likelihood model in persuasion. Elaboration likelihood model the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication and the strength of the attitudes that result from those processes. An application of the elaboration likelihood model springerlink.
The elaboration likelihood model elm is a multiprocess theory of persuasion about the processes underlying changes in attitudes. 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. In the elaboration likelihood theory, central route has the person carefully consider the merits and logistics of the information presented, while peripheral route has the person considers the attractiveness of the message or source. One of the largest criticisms of the elaboration likelihood model hereafter elm pertains to the nature of argument strength. This model is based on the idea that persuasion level of a message can affect the desired effect of the message. Elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument.
As stated by festringer 1950, people naturally want to have correct attitudes. The elaboration likelihood model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient. Elaboration likelihood model critique essay example graduateway. 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. How to apply the elaboration likelihood model to your next. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major.
The elaboration likelihood model as a theory of attitude formation. Apr 20, 2017 elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation. Elaboration theory is an instructional design theory that argues that content to be learned should be organized from simple to complex order, while providing a meaningful context in which subsequent ideas can be integrated. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. Rise in childhood obesity in 2004, lobstein, bauru, and uauy, members of the international obesity. Explain the general difference between central and peripheral routes to persuasion. Thus, a comparison of informationcentered presentations and elaboration enhancing presentations is necessary to determine which method will more effectively reduce antifat person attitudes. Issuerelevant elaboration will typically result in the new arguments, or ones personal translations of them, being integrated into the underlying belief structure schema for the attitude object. Elaboration likelihood model project gutenberg self. Elaboration likelihood model oregon state university. The elaboration likelihood model elm, developed by petty and cacioppo, proposed two routes to attitude change. Elaboration theory the elaboration theory was introduced by charles reigeluth, an american educational theorist in 1979. The elaboration likelihood model states that there are two routes through which persuasive messages are processed.
Cacioppo made a theory based on the concept of persuasion in 1980 known as elaboration likelihood model of persuasion. But as the elaboration likelihood decreases, the person becomes more likely to rely on the peripheral route. Is there a reason for me to pay attention to this message. Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm. Given modern communication contexts, it is appropriate to question the models validity and relevance. In an advertising context, the model holds that the process responsible for ad effectiveness is.
Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The idea is that when a person is presented with information, this person will process this information on a certain level of. Persuasion, attitude change, and the elaboration likelihood. The elaboration likelihood model developed by petty and cacciopo is a complicated name for a not too complicated idea about how people can be persuaded.
They are called central route and peripheral route. Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. 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. According to elm, there are two routes for shaping users attitudes.
Elaboration likelihood model study guide by mdegenm includes 32 questions covering vocabulary, terms and more. The extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. The elaboration likelihood model elm of persuasion is a theory about how attitudes are formed and changed. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The theory explains how attitudes are formed and reinforced by persuasive arguments. Thus, a comparison of informationcentered presentations and elaborationenhancing presentations is necessary to determine which method will more effectively reduce antifat person attitudes. If you continue browsing the site, you agree to the use of cookies on this website. Our goal is to demonstrate the utility of the elm by interpreting the results of. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Elaboration likelihood model okeefe major reference. 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. The elaboration likelihood model claims that there are two paths to persuasion. One route is based on the thoughtful consideration of arguments central to the. And its an incredibly important theory for designers to understand and account for within their designs.
Elaboration likelihood model is a general theory of attitude change. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the elaboration likelihood model elaboration likelihood model. Elaboration likelihood model communication studies. Elaboration likelihood model theory using elm to get inside. What is the elaboration likelihood model in psychology. 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. In any given situation, the likelihood of elaboration thinking varies. The elaboration likelihood model elm of persuasion, developed by richard petty. According to the elaboration likelihood model elm petty and cacioppo 1986. Elaboration likelihood model elm short notes bbamantra. A metatheory for synthesizing auditor judgment and decisionmaking research 171 auditing.
This theory organizes the many different attitude change processes under a single conceptual umbrella. Pdf this chapter outlines the two basic routes to persuasion. Elaboration likelihood model critique essay example. Petty and brinol 2011, persuasion can occur via different processes that can be placed along an elaboration. A theory that posits two routes to persuasion, via either conscious or automatic processing what are two factors that influence whether people elaborate on a message. It has been suggested 7 elaboration theory should be reformulated into a set of principles more related to the very process of learning. John cacioppo, and their collaborators, is an example of a. The central route emphasises a high relevance of the message to the individual.
However, the elm also realizes that at other times receivers are passive, being persuaded by the peripheral route. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. This is termed as peripheral route to persuasion as substantiated by the elaboration likelihood model elm. It is important for advertising agencies to take the elaboration likelihood model elm into consideration to assess the attitudes of customers to make an effective advertising strategy. Elaboration likelihood model paper brenna mordans comm 473.
One of the basic postulates of the elaboration likelihood modelthat variables may affect persuasion by increasing or decreasing scrutiny of message argumentshas been highly useful in. Elaboration likelihood model social psychology iresearchnet. Elaboration likelihood model, and cacioppo s theory of persuasion 1543 words 7 pages. However, some literature suggests that price savings might increase the motivation to process the message. The elaboration likelihood model as a theory of attitude. We draw on the elaboration likelihood model, cognitive load theory, service adoption process theory, and the two dimensions of consumers innovativeness i. Elaboration likelihood model what is the elaboration likelihood model elm. The elaboration likelihood model elm, developed by richard e. 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 model of persuasion elm is essentially a theory about the thinking processes that might occur when we attempt to change a persons. The elaboration likelihood and metacognitive models of. These are all things that can influence how we attend to and receive a message.
Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. 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 elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. Elaboration likelihood model feelings of dissonance. Do variations in the amount of elaboration form a continuum or discrete categories. An elaboration likelihood model perspective on the. Evaluation of smoking prevention television messages based on. The term elaboration refers to the cognitive act of analyzing a persuasive argument. This chapter traces the development of the elaboration likelihood model elm across three decades of research. It is likely easy for you to come up with at least one example of a person with whom you. The elaboration likelihood model northwestern scholars. Communication theoryelaboration likelihood model 8 terms. The elaboration likelihood theory, central route 942.
Social judgment theory consider your personal and professional network. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route. 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. An application of the elaboration likelihood model. In groups of 5 no more, no less you will be creating a youtube video of one of the theories we covered in class.
Nov 11, 2009 elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Elaboration likelihood model of persuasion is a speech communication theory which attempts to explain the process of persuasion, particularly in regards to the effect of different source factors on the attitude of the audience object of persuasion. An eyetracking study of the elaboration likelihood model. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. Drawing on the elaboration likelihood model elm, we compared two alternative influence processes, the central and peripheral routes, in motivating it acceptance. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. 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. The elaboration likelihood and metacognitive models ojattitudes 173 tion or a highly credible source produce persuasion through low thinking processes e. A hot topic in the news lately has been about vaccinations and the. 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 explained youtube. Elaboration likelihood model theory using elm to get.
Elaboration likelihood model paper brenna mordans comm. In this under 2 minute video i explain the key idea. Asumsi yang mendasari teori ini adalah bahwa orang dapat memproses pesan. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. 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. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Sep 01, 2011 progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. Elaboration likelihood model petty and cacioppos theory of persuasion is one of the most highly studied theories, in 1986 they published an article, in which they posted that there are two routes through which persuasion can take place. 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. 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 states that there are two routes through which persuasive messages are processed. Explaining theories of persuasion sage publications. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. May 15, 20 the elaboration likelihood model explained.
The elaboration theory supports that the content organization should. Elaboration likelihood theory elaborasi kemungkinan gagasan utama teori kemungkinan elaborasi adalah elt termasuk model komunikasi. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Review paper elaboration likelihood model in consumer. Elaboration likelihood theory elaborasi kemungkinan nbsp.
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