Evaluation of the Elaboration Likelihood Model

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  • Created by: steph1713
  • Created on: 20-02-14 01:45
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  • Evaluation of the Elaboration Likelihood Model
    • Need for cognition is not the whole story
      • Appears that central processing may depend on more than NC
      • Tesser and Shaffer (90)
        • Found that other factors such as personal relevance and direct experience influence
      • The ELM is  probably the most influential cognitive theory of persuasion
        • Baron and Byrne (97)
        • Useful as it recognises the way that similar messages can be processed differently by different people using different processes
          • Accommodates for some of the individual differences that can be observed in how a message is received
    • Application of need for cognition to a real-life problem
      • Claim that NC is a key factor in which type of processing takes place is supported by studies
    • Can attitude change be temporary?
      • Petty and Cacioppo appear to be arguing that peripheral route processing leads to attitude 'formation' rather than attitude 'change'
    • Need for cognition
      • Haugtvedt et al (92)
        • Supports claim that high NC individuals are more influence by central route processes than low NC individuals
    • The 'two route' metaphor
      • A criticism of the ELM is it it involves the use of the 'route' metaphor
        • Gives false impression that they don't occur concurrently
        • in reality, an individual can go on two 'routes' at the same time
          • Suggestion they operate on a continuum and illustrate the amount of mental processing that occurs when evaluating a message


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