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Elaboration Likelihood Model

Elaboration Likelihood Model. Petty & Cacioppo 1986. 1. 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.

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Elaboration Likelihood Model

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  1. Elaboration Likelihood Model Petty & Cacioppo 1986 "Co-creating value-added thoughts every class period."

  2. 1. 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 "Co-creating value-added thoughts every class period."

  3. 2. The Model "Co-creating value-added thoughts every class period."

  4. 3. Central Processing • Thoughtful analysis • Uses other messages/issues to evaluate persuasive message • Creates a kind of internal debate • Tends to be more rational (logos) based • Creates more resistant attitudes (inoculation theory) "Co-creating value-added thoughts every class period."

  5. 4. Peripheral Processing • Driven more by “who” (ethos) rather than “what” • Based on heuristics or ROTs • “More is better” • “Attracted to the messenger” • “Passion equals correctness” • Explains “learning theory” & “attribution theory” • Tends to produce less permanent impact • Short-term • Lower-level of commitment "Co-creating value-added thoughts every class period."

  6. 5. Determinants of Path • Motivational & Ability Factors • High involvement & relevance • Potential consequences • Anticipated interaction • Message complexity • Situational & Personal Factors • Enjoy thinking • Level of knowledge • Time availability "Co-creating value-added thoughts every class period."

  7. 6. So what? • Determine which route the audiences are taking to process messages • Major decisions – Central route • Minor decisions – Peripheral route • Select a strategy based on that route (matrix) • Develop tactics based on strategy • Central route – more logical arguments, evidence, counterargument etc. • Peripheral route – use learning theory, attribution theory tactics "Co-creating value-added thoughts every class period."

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