What is elaboration likelihood model?
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.
What are the two routes of thinking in the elaboration likelihood model Why is this important to consider when preparing a persuasive speech?
The model consists of two routes: the central route to persuasion, which is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message; and the peripheral route to persuasion – when people do not elaborate on a persuasive argument and instead are swayed by …
What does the elaboration likelihood model of attitude change suggest quizlet?
The elaboration likelihood model proposes that a persuasive message can influence attitudes by two different routes, depending on a person’s motivation and ability to think carefully about the message. The degree to which the audience perceives a message’s source as expert and trustworthy.
What is an example of central route persuasion?
Examples of Central Route Persuasion While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown of a new model of car.
Why is the elaboration likelihood model important?
The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.
What are the elements of the elaboration likelihood model?
The Elaboration Likelihood Model (ELM) presents two routes to persuasion; the central route and the peripheral route. Elaboration involves the mental activity surrounding the response to a marketing message, and is determined by MOA; motivation, opportunity and ability.
What is an example of peripheral route persuasion?
For example, if you’re watching a political debate on TV and the best-dressed candidate seems the most convincing to you, you may have taken the peripheral route to being persuaded.
What is the peripheral route persuasion?
the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information.
How do you use the elaboration likelihood model?
The elaboration likelihood model explains how people can be persuaded to change their attitudes. When people are invested in a topic and have the time and energy to think over an issue, they’re more likely to be persuaded through the central route.
What is an example of peripheral route?
Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes.
What does the elaboration likelihood model Elm explain about persuasion?
The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. The theory explains how attitudes are formed and reinforced by persuasive arguments.
What is meant by peripheral route to persuasion?
What are the two routes of Elaboration Likelihood Model?
The elaboration likelihood model proposes two distinct routes for information processing: a central route and a peripheral route. The ELM holds that there are numerous specific processes of change on the elaboration continuum ranging from low to high.
What is the Elaboration Likelihood Model of persuasion?
When people are less invested in a topic, they’re more likely to be persuaded by the peripheral route and are more easily influenced by superficial aspects of the situation. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s.
What are the factors that affect elaboration likelihood?
One major factor is whether the issue is personally relevant to us. For example, imagine you’re reading about a proposed soda tax in your city. If you’re a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax).
What is the level of elaboration in the ELM model?
The level of effort can be low or high. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. The Elaboration Likelihood Model (ELM) is designed to discover how it’s possible that there are differences in persuasion.