Media: The elaboration likelihood model (ELM)

HideShow resource information
  • Created by: steph1713
  • Created on: 20-02-14 00:12
View mindmap
  • The Elaboration Likelihood Model (ELM)
      • 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)
        • SCARCITY
          • More likely to be persuaded if they believe it will only be avaiable for a limited time
          • Physically attractive sources are more persuasive (Berscheid + Walster 74)
      • 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
      • 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
    • 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


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »