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Elaboration Likelihood Model

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

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Elaboration Likelihood Model

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  1. Elaboration Likelihood Model Routes to Persuasion Richard Petty, John Cacioppo

  2. 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

  3. Two Routes 1. Central Route • Message elaboration; the path of cognitive processing that involves scrutiny of message content • Message Elaboration • The extent to which a person carefully thinks about ISSUE-RELEVANT arguments contained in a persuasive argument

  4. Two Routes 1. Peripheral Route • Mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue • “click, whirr” - programmed response; autopilot

  5. “Click, whirr” Cues • Reciprocation • Consistency • Social Proof • Liking • Authority • Scarcity

  6. The LESS relevant a topic…. the MORE credibility cues play a role.

  7. Next Step… • ABLE to think about the content? • Distractions?????

  8. MOTIVATION AND ABILITY STRONGLY INCREASE THE LIKELIHOOD THAT THE MESSAGE WILL BE ELABORATED ON • (Central Route)

  9. Biased Elaboration • Top down thinking in which predetermined conclusions color the supporting data

  10. Objective Elaboration • Bottom up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead.

  11. Enhanced thinking will cause position to: • Persist over time • Resist counterpersuasion • Predict future behavior

  12. Power of Peripheral Cues • Tangibles Rewards(i.e. food, sex, money…) • Credibility These lack “robust persistence, Invulnerability, or link to behavior.”

  13. For the Persuader • Decide: • If the audience has the motivation and ability, be ready with solid information • If not… the packaging matters.

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