As a current student on this bumpy collegiate pathway, i stumbled upon course hero, where i can find study resources for nearly all my courses, get online help from tutors 247, and even share my old projects, papers, and lecture notes with other students. Source factors and the elaboration likelihood model of persuasion richard e. The elaboration likelihood model of persuasion springerlink. The elaboration likelihood model elm of persuasion types of. They found that people reacted differently to a message depending upon whether they devoted full attention to it. The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. Cacioppo 1984,source factors and the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. The elm proposes that under low elaboration likelihood, source factors. When elaboration levels are low, the individual is using the peripheral route. View notes elaboration likelihood model elm from comm 1100 at ohio state university.
A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. This framework is called the elaboration likelihood model of persuasion. Petty and brinol 2011, persuasion can occur via different processes that can be placed along an elaboration. What is the elaboration likelihood model in psychology. Essentially, the elm purports that attitude change can be achieved using both high and low thinking processes. The elaboration likelihood model elm insists that consumers make purchase related decisions in two ways by thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources. The elaborationlikelihood model elm petty and cacioppo. If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. Petty and wegener, 1999 as cited in appel and richter, 2007. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s.
Pdf a test of the elaboration likelihood model for therapy. The elaboration likelihood model of persuasion semantic. Measuring elaboration and evaluating its influence on behavioral intentions. A test of the elaboration likelihood model for therapy. According to the elaboration likelihood model elm petty and cacioppo 1986. They did this by proposing two routes of persuasion that the results of previous studies can fall into. The elaborationlikelihood model elm petty and cacioppo 1981 commentary applying the elm applying the elm why do people follow the peripheral route. Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer re. Petty and cacioppo explain that attitude changes that result mostly from processing issuerelevant arguments central route will show greater temporal persistence, greater prediction of behavior, and greater. Source factors and the elaboration likelihood model of. 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.
Cacioppo s 1986 elaboration likeihood model of persuasion, a strategy is proposed and tested for. Persuasive messages on information system acceptance. These results were consistent with the assumption expressed in the elaboration likelihood model petty and cacioppo, 1979. Elaboration likelihood model elm short notes bbamantra.
The elaboration likelihood model was developed by richard e. In any given situation, the likelihood of elaboration thinking varies. Introduction elaboration likelihood model is developed by richard e. The elaboration likelihood model elm attempts to place these many.
Implications of the elaboration likelihood model of. Persuasion is very much associated with our daily life. The elaboration likelihood model in the new millennium. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. Elaboration likelihood model a theory of persuasion. Elm has been a leading theory of persuasion and attitude change for the last twentyfive years, and petty and cacioppos initial model has been very influential.
Although petty and cacioppos model seems to suggest that the routes are mutually exclusive. All of these characteristics, but especially the target characteristics, play an important role in the elaboration likelihood model, which is a model that tries to explain how our attitudes are formed and how they can be changed. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained. This study will focus on the model of attitude change as outlined in the elaboration likelihood model elm, a theory of persuasion originally conceptualized by researchers petty and cacioppo 1986. Pdf this chapter outlines the two basic routes to persuasion. These limitations are presented and discussed along with. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion.
Although most elaboration likelihood model elm research has measured the effects of peripheral cues by studying credibility, a speakers competence or character could also be a. Article information, pdf download for affect and persuasion, open epub for affect and persuasion. Wellknown models of persuasion, namely, the elaboration likelihood model elm, petty and cacioppo, 1986. The elaboration likelihood model explained youtube. Bitner, university of washington carl obermiller, university of washington abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Elaboration likelihood model, cognition, emotion, structural equation modelling.
The theory explains how attitudes are formed and reinforced by persuasive arguments. Elaboration in the elm thus refers to the extent to which a person scrutinizes the issuerelevant arguments contained in the persuasive communication. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. Fiske and taylor 1984 claim that most human beings are essentially cognitive misers frequently rely on simple and time. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of findings in persuasion research examining how people form and. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Petty and cacioppos elaboration likelihood model traditional approaches to persuasion, like the yale model, tend to assume that persuasion occurs when listeners or viewers learn a message. Assumptions process trumps variables smcr people are overloaded with persuasive messages it is impossible to evaluate every message people process messages in two fundamental ways central elaborated peripheral not elaborated 2. Choose from 301 different sets of elaboration likelihood model flashcards on quizlet. Nilsen would regard persuasive appeals that encourage message elaboration through elms central route as ethical. The model was introduced by petty and cacioppo over three. Bitner, university of washington carl obermiller, university of washington abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products.
The idea is that when a person is presented with information, this person will process this information on a certain level of. By thinking emotionally, without indepth assessments about the products. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Learn vocabulary, terms, and more with flashcards, games, and other study tools. In the remainder of this article we will outline the elm as a series of postulates that make explicit the guiding assumptions and principles of the model. These are all things that can influence how we attend to and receive a message. Elaboration likelihood theory elm elm, proposed by petty and cacioppo 1986, has been widely applied in the field of sociopsychology and marketing to describe how individuals process information jones et al.
Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Elaboration likelihood model critique essay example. Petty forthcoming the elaboration likelihood model. The elaboration likelihood model emerged in part because petty speculated that listening to strong arguments like cacioppos were more likely to result in. Likelihood model of persuasion, in advances in consumer research.
Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The use of the elaboration likelihood model and attitude. Review paper elaboration likelihood model in consumer. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. Learn elaboration likelihood model with free interactive flashcards. One of the basic postulates of the elaboration likelihood modelthat variables may affect persuasion by increasing or decreasing scrutiny of message argumentshas been highly useful in. Abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. Petty and others published the elaboration likelihood model find, read and cite all the. When elaboration levels are high, the individual is using the central route. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded.