The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. Cacioppo 1984, 1986 hebben daarom een model ontwikkeld om inzicht. Start studying elaboration likelihood model persuasion. Feb 17, 2011 the elaboration likelihood communication theory model, by richard petty and john cacioppo, presented through pictures. Khan academy offers practice exercises, instructional videos, and a personalized learning dashboard that empower learners to study at. Elaboration likelihood model theory using elm to get inside.
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. Persuasion influence manipulation psychology nonverbal communication speaker voice. 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. Elaboration likelihood model oregon state university. Elaboration likelihood model is developed by richard e. The elm proposes that under low elaboration likelihood, source factors. Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer re.
A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. 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 petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm glossary references. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Petty 1984,the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. Elaboration likelihood model communication studies. 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 change their attitudes. Persuasion, attitude change, and the elaboration likelihood model. In any given situation, the likelihood of elaboration thinking varies. May 15, 20 heres a brief and hopefully clear explanation for this psychological theory. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s.
The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. Uit mijn onderzoek blijkt utrecht university repository. According to the elaboration likelihood model elm petty and cacioppo 1986. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Elaboration likelihood model okeefe major reference. Richard petty and john cacioppo posit two basic routes for persuasion. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. Elaboration likelihood model social psychology iresearchnet. We remember the message as ideas and we will be persuaded by it. The elaboration likelihood model of persuasion sciencedirect. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. The elaboration likelihood model elm in the 1980s, richard petty and john cacioppo developed a theory of persuasion called the elm or elaboration likelihood model petty and cacioppo, 1986. Selfvalidation of cognitive responses to advertisements.
Conceptual and method ological issues in the elaboration likelihood model of. 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. We propose that using the elaboration likelihood model elm as a meta. The elaboration likelihood model of persuasion northwestern. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Source factors and the elaboration likelihood model of persuasion richard e. Elaboration likelihood model is a general theory of attitude change. What is the elaboration likelihood model in psychology. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Introduction elaboration likelihood model is developed by richard e. Elaboration likelihood model routes to persuasion richard petty, john cacioppo learning objectives know the 2 routes to persuasion and their components be able to explain the elm chart explain how topic relevancy determines which route will be used by the listener explain the role of motivation and ability in determining which route will be used two routes 1. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm glossary references selftest. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The elaboration likelihood model claims that there are two paths to persuasion. Psychology of persuasion the elaboration likelihood model. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. 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. This theory organizes the many different attitude change processes under a single conceptual umbrella. 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. This also shows a clear way in which the elaboration likelihood model can be useful in the real world, as advertising companies can tailor make their campaigns to suit varies levels of need for cognition. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Evaluation of smoking prevention television messages based on. Petty and brinol 2011, persuasion can occur via different processes that can be placed along an elaboration. Jan 05, 2012 this suggests that the theory linking need for cognition and what route to persuasion is more effective is correct.
Elaboration likelihood model elm two basic routes to persuasion central route. The central route involves message elaboration, defined as the extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. Review paper elaboration likelihood model in consumer. Petty and john cacioppo in the 1980s, elm describes the basic processes and variables involved in persuasive communication. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The elaboration likelihood model of persuasion springerlink. These are all things that can influence how we attend to and receive a message. Elm alternate names none main dependent constructsfactors changed attitude main independent constructsfactors argument quality peripheral cues concise description of theory. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. The elaboration likelihood model elm of persuasion is a theory about how attitudes are formed and changed. 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. According to the model, any feature of a persuasive message can impact how a person comes to view various objects, issues and people.
Read pdf elaboration likelihood model anna kuzios website elaboration likelihood model anna kuzios website as recognized, adventure as with ease as experience very nearly. Understanding the formation and change of attitudes is important to the practice of school psychology. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. The elaboration likelihood model explained youtube. 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. Persuasion is very much associated with our daily life. 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 elaboration likelihood model of persuasion acr. They found that people reacted differently to a message depending upon whether they devoted full attention to it. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors.