1 / 16

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

Download Presentation

Elaboration Likelihood Model

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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.

More Related