The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. When we are motivated and able to pay attention, we take a logical, conscious thinking, central route to decisionmaking. The elaboration theory supports that the content organization should be presented in increasing order of difficulty. Abstract the elaboration likelihood model elm, developed by petty and cacioppo, proposed two. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. They are called central route and peripheral route. Example immunization campaigns five factors perceived barriers to performing the recommended response perceived benefits of performing the recommended response perceived susceptibility to a. Appealing to a users pocketbook is an excellent form of peripheral. Involvement is fundamental to the elaboration likelihood model petty and cacioppo 1986 which posits that high involvement tends to engender a central route to persuasion, in which consumers. 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. Petty and others published the elaboration likelihood model find, read and cite all the.
Elaboration likelihood model is a general theory of attitude change. Additionally, free shipping is offered in bold type directly next to the price. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two. Elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation.
Two factors this theory proposes that human behavior is influenced by two factors. Two theories better than one ajzen and fishbein formulated the theory of reasoned action tra in 1980 to investigate the discrepancy between attitude and behaviour. In any given situation, the likelihood of elaboration thinking varies. 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. 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. Attitudes and persuasion 349 this position provoked a fascinating exchange of views in psychological inquiry 1999, vol. Explain the general difference between central and peripheral routes to persuasion. The elaboration likelihood model of persuasion sciencedirect. 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 of persuasion 125 theoriesperhaps more data and theory than on any other single topic in the social sciences see mcguire, 1985there was surprisingly little agreement concerning if, when, and how the traditional source, message, recipient, and. Pdf the elaboration likelihood model of persuasion. The elaboration likelihood model elm of persuasion is a dual process theory describing the.
The elaboration likelihood model northwestern scholars. Two theories of persuasion will be discussed in terms of which routes the theories follow in terms of people being persuaded. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Certain individuals have a need for cognitive clarity, regardless of the issue. 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.
The theory explains how attitudes are formed and reinforced by persuasive arguments. The elaboration likelihood model explained youtube. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Theory archive pdf copies from the last edition in which a. Even if this is the case, it is by no means a perfect theory. This model is based on the idea that persuasion level of a message can affect the desired effect of the message. Evaluation of smoking prevention television messages based on the elaboration likelihood model.
They are the elaboration likelihood model and the heuristics systematic model. Applying the elaboration likelihood model to design. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Elaboration definition of elaboration by the free dictionary. Do variations in the amount of elaboration form a continuum or discrete categories. In the elaboration likelihood model the strength of an idea depends on the amount of elaboration given to it. Persuasion relies heavily on how greater mental effort required. Heres a brief and hopefully clear explanation for this psychological theory. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. The elaboration likelihood model has been hailed by some as unquestionably the most influential recent theoretical development in persuasion research okeefe, 2002. This is the stage where message characteristics and source characteristics are both taken into account.
Wideranging research into the brain and the human experience. Cacioppo made a theory based on the concept of persuasion in 1980 known as elaboration likelihood model of persuasion. Armitage and christian, 2003 and a key theory from the field of persuasion, the elaboration likelihood model. Petty and others published the elaboration likelihood model find, read and cite all the research you need on researchgate. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by.
Elaboration likelihood model oregon state university. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route. What is the elaboration likelihood model in psychology. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying. 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. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. Theory archive pdf copies from the last edition in which a theory appeared. When elaboration is higher, people use central route processing requiring conscious cognition. An application of the elaboration likelihood model jerry b.
Elaboration is issue relevant thinking, thinking carefully about an issue, paying attention, determining the pros and cons. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Explaining theories of persuasion sage publications. Charles reigeluth indiana university and his colleagues in the late 1970s. Decision making by elaboration likelihood model analysis journal and model pdf. According to the elaboration likelihood model elm petty and cacioppo 1986. The elaboration likelihood model claims that there are two paths to persuasion. 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.
Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. The theories discussed are part of the dual process models of persuasion. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. 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. The elaboration likelihood model states that there are two routes through which persuasive messages are processed. The effects of source credibility and message framing on exercise intentions, behaviors, and attitudes.
Elaboration theory the elaboration theory was introduced by charles reigeluth, an american educational theorist in 1979. Elaboration likelihood model theory using elm to get. Planned or executed with painstaking attention to numerous parts or details. The next stage of the elaboration likelihood model is the processing stage. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major. 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. An integration of the elaboration likelihood model and prospect theory 1 lee w.
Evaluation of smoking prevention television messages based. Communication theories about the theories the theories presented here are related to communication. Elaboration likelihood model a theory of persuasion. Pdf this chapter outlines the two basic routes to persuasion. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The goal of the elaboration theory is to allow learners to build necessary skill sets by completing each lesson, and to fully understand the concepts that are being taught during the learning process. The elaboration likelihood model elm, developed by richard e. Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information. 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. Communication theory elaboration likelihood model 8 terms. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. 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. When people are strongly motivated and have time to think over a decision, persuasion occurs.
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