The elaboration likelihood model is a theory of attitude change that proposes two routes to attitude change. Overall, product claims sought to reflect a blend of original differences between. The elaboration theory supports that the content organization should be presented in increasing order of difficulty. An eyetracking study of the elaboration likelihood model. A delicious blend of three great flavorscoffee, chocolate, and mint. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. When elaboration is higher, people use central route processing requiring conscious cognition. The term elaboration refers to the cognitive act of analyzing a persuasive argument.
Elaboration likelihood model critique essay 1465 words. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. 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. Combining two or more sources also appears to enhance perceived. Elaboration likelihood adalah bagaimana orang atau penerima dapat terpengaruhi oleh maksud dari pesan yang disampaikan oleh komunikator sehingga tujuan yang diinginkan oleh komunikator dapat direalisasikan secara langsung. Elaboration likelihood model essay 473 words bartleby. Elaboration likelihood model a theory of persuasion. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways.
Although critics argue they are outdated, the more recent theories of behaviour change still draw on some aspects of these two theories. 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. Review paper elaboration likelihood model in consumer. Social judgment theory consider your personal and professional network. Petty and john cacioppo in the 1980s, elm describes the. It is likely easy for you to come up with at least one example of a person with whom you. 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. Elaboration likelihood model elm, developed in 1981 by petty and.
This video on elaboration likelihood model was created by one or more students in a social psychology class as part of a class project. Source, message, and recipient factors in counseling and. The elaboration likelihood model elm is a model of information processing and persuasion. Even if this is the case, it is by no means a perfect theory. Given modern communication contexts, it is appropriate to question the models validity and relevance. Pdf to investigate the dynamics of online persuasion, this research uses the elaboration likelihood model elm to determine the effects of.
The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. The elaboration likelihood model of persuasion semantic. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route. And its an incredibly important theory for designers to understand and account for within their designs. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors.
The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Elaboration likelihood model paper brenna mordans comm. Elaboration likelihood model communication studies. Elaboration likelihood model critique essay example. Pdf this chapter outlines the two basic routes to persuasion. What is the elaboration likelihood model in psychology. 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.
They are called central route and peripheral route. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Thus, a comparison of informationcentered presentations and elaborationenhancing presentations is necessary to determine which method will more effectively reduce antifat person attitudes. Elaboration theory the elaboration theory was introduced by charles reigeluth, an american educational theorist in 1979. The elaboration likelihood model as a theory of attitude formation. The elaboration likelihood model elm of persuasion 1 is a dual process theory describing how attitudes form and change. 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. Explaining theories of persuasion sage publications. 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 elm is a multiprocess theory of persuasion about the processes underlying changes in attitudes. Rise in childhood obesity in 2004, lobstein, bauru, and uauy, members of the international obesity. An introduction to the elaboration likelihood model youtube.
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 elaboration likelihood model elm is a type of dualprocess theory that describes attitudes. The elaboration likelihood model states that there are two routes through which persuasive messages are processed. Elaboration likelihood model, and cacioppo s theory of persuasion 1543 words 7 pages. Review paper elaboration likelihood model in consumer research. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. 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 psychology of persuasion the elaboration likelihood model part 1 duration. The theory explains how attitudes are formed and reinforced by persuasive arguments.
The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. The elaboration likelihood model in the new millennium. The elaboration likelihood and metacognitive models ojattitudes 173 tion or a highly credible source produce persuasion through low thinking processes e. One of the largest criticisms of the elaboration likelihood model hereafter elm pertains to the nature of argument strength. The model aims to explain different ways of processing stimuli, why they are. The extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. The elaboration likelihood model northwestern scholars. Elaboration likelihood model project gutenberg self.
The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Communication theoryelaboration likelihood model 8 terms. How to apply the elaboration likelihood model to your next. Pdf using the elaboration likelihood model to examine online. The elaboration likelihood and metacognitive models of. One of the most commonly cited criticisms of the elaboration. 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. A summary of the principles and applications of the elaboration likelihood model of persuasion.
The model was introduced by petty and cacioppo over three. Accepted may 10, 2001 abstract the elaboration likelihood model elm is a model of information processing and persuasion. Elaboration likelihood model study guide by mdegenm includes 32 questions covering vocabulary, terms and more. The elaboration likelihood model elm of persuasion. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. Psychology definition of elaborationlikelihood model elm. The elm is a dual process theory of attitude formation and change resulting in persuasion. Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information.
The elaboration likelihood model elm was designed to explain such differences in persuasion and how those differences affect attitudes and value judgments. 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. In any given situation, the likelihood of elaboration thinking varies. One route is based on the thoughtful consideration of arguments central to the. The elaboration likelihood model elm is used as a framework to discuss various. The elaboration likelihood model as a theory of attitude. 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. According to the elaboration likelihood model elm petty and cacioppo 1986. The elaboration likelihood model claims that there are two paths to persuasion. Other articles where elaborationlikelihood model is discussed.
This model is based on the idea that persuasion level of a message can affect the desired effect of the message. When we are motivated and able to pay attention, we take a logical, conscious thinking, central route to decisionmaking. Elaboration likelihood model oregon state university. Quizlet flashcards, activities and games help you improve your grades. Cacioppo made a theory based on the concept of persuasion in 1980 known as elaboration likelihood model of persuasion. According to elm, there are two routes for shaping users attitudes. Elaboration likelihood model theory using elm to get. An introduction to the theory of planned behavior duration. The elaboration likelihood model has been hailed by some as unquestionably the most influential recent theoretical development in persuasion research okeefe, 2002. Understanding behaviour change how to apply theories of. 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. The elm emphasizes the cognitive processing with which people react to persuasive communications. 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.
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