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Elaboration Likelihood Model

What is Elaboration Likelihood Model?

  • Socio-psychological tradition/objective

  • Developed by Richard Petty and John Cacioppo the mid-1980s

  • Main Goal - explain how attitudes are shaped, formed, and reinforced by persuasive arguments.

Motivation and Ability

Motivation

  • Relevance - central vs. peripheral route
  • Need for Cognition

Central Route

Central Route

  • People use the central route to

-scrutinize the ideas

-figure out the true merit

-carefully consider their implications

Ability

Advantages

  • Long term
  • Cost efficient
  • provides a lot of information to consume
  • Mental ability to process the information
  • Requires concentration

Disadvantages

  • Hard for people to change and adapt
  • Not as entertaining
  • Message Elaboration; the path of cognitive processing that involves scrutiny of message content

  • Elaboration= "the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication"

Small Group Discussion

What other examples can you give of central route processing when you looked at other colleges?

Objective vs. Biased Thinking

Small Group Discussion

What examples can you give of peripheral route processing when looking at other colleges?

Peripheral Route

Advantages

Objective Thinking:

-Bottom-Up Thinking

-Facts considered without any bias

-Searching for truth regardless of where it leads

Biased Thinking:

-Top-Down Thinking

-Predetermined conclusions impact how the supporting data is seen

-Biased elaboration solidifies prior ideas.

  • Ensures consumers are continually entertained
  • Helps consumers form a positive attitude

Disadvantages

  • Expensive
  • Short term
  • can lead to rejection of the message

6 Cues of the Peripheral Route

A mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue.

1. Reciprocation- "You owe me."

2. Consistency- "We've always done it that way."

3. Social proof- "Everybody's doing it."

4. Liking- "Love me, love my ideas."

5. Authority- "Just because I say so."

6. Scarcity- "Quick before they're all gone."

Critiques

ELM Routes In Action

In the last 20 years, the ELM has:

Central vs. Peripheral Routes

  • More complex but less predictive

  • Less likely to provide definitive answers

  • Ambiguity makes it difficult to be tested
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