The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The Elaboration Likelihood Model (ELM) is the suggestion that there exist two basic routes to persuasion. The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. ELABORATION LIKELIHOOD MODEL OF PERSUASION 127 po & Petty, 1985; Petty Cacioppo, 1983a, 1984b; Petty, Cacioppo, & Schumann, 1984). Click here to navigate to parent product. In the elaboration likelihood model of persuasion, the central route. First Published 2008. / The Elaboration Likelihood Model of Persuasion. First Published 2008. / The Elaboration Likelihood Model of Persuasion. The Elaboration Likelihood Model (EML) model was proposed by Petty and Caciapo (1986) and views persuasion as a method in which the rate of success of influence mainly is dependent on the way the recipient of the message will make sense from the message sent to them (John, Singh, and Woo 88). The first of these they call. The central route of the ELM is based on the 1960s and 1970s cognitive response model of persuasion (Greenwald, Brock, & Ostrom, 1968), which was developed in response to data that did not fit the predictions of the message learning perspective of Carl Hovland and colleagues in the 1940s and 1950s. 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. – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Edition 3rd Edition. Multiple Mechanisms Of Persuasion Within each Route 3. Although ELM accounts for virtually every type of outcome for persuasive communication, it cannot, by itself, predict the outcomes of a given persuasive communication. Elaboration likelihood model. The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message. The results of attitude change will be relatively enduring, resistant, and predictive of behavior. One of the key predictions advanced in mainstream models of persuasion (e.g., the Elaboration Likelihood Model) is that attitude changes induced in highly involved individuals via the central route…. The model also shows these differences affect people’s attitudes. They are called Central route and peripheral route. The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. What characteristics of a talk might lead us to be persuaded by it? These two “routes to persuasion” are 1) the “central” route and 2) the “peripheral” route. An individual who is using the “central” route will be more engaged in processing and evaluating the merit of the opposing parties proposal. The theory is one of the two major models of persuasion along with Heuristic-Systematic Model. proposes two basic routes to persuasion that operate in tandem. Definition: The motivation and processing ability that determine attitude change. 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 Chaiken’s heuristic-systematic model, HSM). editor / John S. Seiter ; Robert H. Gass. What is the elaboration likelihood model of persuasion? According to this model, after a particular route is chosen, the information is then passed through three different stages. Expand. One is called the Central route, and the other is called the peripheral route. Elaboration Likelihood Model The Elaboration Likelihood Model of persuasion, developed by Richard Petty and John Cacioppo, is essentially a theory about the thinking processes that might occur when we attempt to change a person’s attitude through communication, the different effects that particular persuasion variables play within these processes, and the strength of the … Elaboration Likelihood Model Petty and Cacioppo’s 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. According to the model, attitudes that are shaped by self-generated information in the central path exhibit a more influential impact on behaviour than attitudes formed by indirect experience (Petty & Cacioppo, 1986). theory of persuasion that explains that you can motivate people via one of two processing routes. Pages 40. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Book Media Effects. These separate routes are used to differentiate between attitudes formed due to reasonable thought and well-understood messages as compared to superficial associations, or cues, involving a person, place or thing in a message. There are different kinds of people in the world. Persuasion by central route Central route Thoughtful consideration of given argument /message leads to persuasion Message elaboration is high Attitude change would be enduring and resistant 4. 2. heuristic systematic model – 1970s as well. It came as an opposition to social judgment-involvement theory. The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. ABSTRACT - Multiple "routes" to persuasion have begun to appear in analyses of consumer attitudes and attitude change. They both postulate that persuasion operates via two different modes of information processing. It is very much important for … Elaboration Likelihood Model Definition. The Elaboration Likelihood Model of Persuasion Contemporary scientific research on attitude change began in the 1940s as an extension of the U.S. military’s effort during World War II to understand propaganda and persuasion (for example, see Hovland, Lumsdaine, and Sheffield, 1949). ELABORATION - LIKELIHOOD MODEL (ELM): "In the elaboration- likelihood model the strength of an idea depends on the amount of elaboration given to it." Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. As a model, ELM suffers from some serious shortcomings. Both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative. an overarching explanation for how listeners cope with the bombardment of persuasive messages by sorting them into those that are important, or central, and those that are less relevant, or peripheral. Explain how people’s attitudes are externally changed through persuasion. The elaboration likelihood model (ELM) is a dual-process model of persuasion. The principles of elaboration likelihood model of persuasion emphasise the effect of attitude toward behaviour. Theory. According to the elaboration likelihood model, we process information along two possible paths or two possible routes. The Elaboration Likelihood Model (ELM) was designed to explain such differences in persuasion and how those differences affect attitudes and value judgments. What is the elaboration likelihood model and what does it say about persuasion? The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. The Milgram experiment(s) on obedience to authority figures was a series of social psychology experiments conducted by Yale University psychologist Stanley Milgram.They measured the willingness of study participants, men 20–50 years old from a diverse range of occupations with varying levels of education, to obey an authority figure who instructed them to perform acts … The elaboration likelihood model (ELM) of persuasion is a model of how attitudes are formed and changed (see also attitude change).Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought).Depending on the extent of elaboration, different processes can mediate persuasion.

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