Media: The elaboration likelihood model (ELM)
- Created by: steph1713
- Created on: 20-02-14 00:12
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- The Elaboration Likelihood Model (ELM)
- THE PERIPHERAL ROUTE
- Involves minimal cognitive effort
- Person does not may much attention or give much thought
- Attitude changes can still occur in the peripheral route
- Attitude change is likely to be temporary
- Can occur when a listener notices a message has many arguments + cannot be brothered to think about them individually
- Individual is likely to be influence by contextual cues
- e.g mood , emotional cues, image
- Usually when messages considered less important or less relevant
- Key peripheral message cues (Cialdini 93)
- CONSISTENCY
- SCARCITY
- More likely to be persuaded if they believe it will only be avaiable for a limited time
- EXPERTISE + AUTHORITY
- LIKEABILITY
- Physically attractive sources are more persuasive (Berscheid + Walster 74)
- Involves minimal cognitive effort
- THE CENTRAL ROUTE
- Attitude change is likely to be permanent
- Requirements for the central route
- Message must be persuasive
- Must convince the listener that the message will benefit them
- Motivation to process
- Must have relevance to the listener
- Ability to process
- Must have the time to process
- Nature of argument
- Needs to be clear, strong and convincing
- Message must be persuasive
- Involves: -a great deal of thought - cognitive effort
- Person follows the arguments closely
- May consider counter arguments
- In order to be effective the arguments must be convincing
- Most likely to happen If the individual finds the message interesting + has the ability to to understand the arguments
- The message itself is most important
- Attitude change resists counter-attacks
- Person follows the arguments closely
- Petty and Cacioppo (86)
- Claimed individuals differ in their needs for cognition (NC)
- Individuals with a high NC are more likely to use central processing
- Supported by Vidrine et al (07)
- However this was a short study, therefore, it is not clear whether this attitude change was temporary or long lasting
- Supported by Vidrine et al (07)
- Individuals with a high NC are more likely to use central processing
- THE PERIPHERAL ROUTE
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