Elaboration-Likelihood Model of Persuasion

Outline of the Elaboration-Likelihood model of persuasion with 3 relevant AO2 points.

For AQA A - PSYA4 Section B: Media Psychology

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  • Created by: jb1995
  • Created on: 08-12-12 13:50
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The Elaboration Likelihood Model of Persuasion
AO1 Material
Petty and Cacioppo proposed this model in 1981
They suggested that the persuasiveness of the message
depends on whether the audience feel a need to cognitively
elaborate on what is being said
They suggested two routes to persuasion:
1. CENTRAL ROUTE ­ the audience focuses on the message itself
2. PERIPHERAL ROUTE ­ the audience focus on other factors
such as the context and how attractive or credible the source
appears to be
CENTRAL ROUTE: If an individual has a greater `need for
cognition' they will be highly motivated to think about the
message, process it at a deeper level and consider the quality of
the arguments and counter arguments. This tends to lead to
lasting change that resists fading and counter arguments.
PERIPHERAL ROUTE: Individuals are not motivated to think
about a message deeply. The message will be processed in a
shallow way and individuals are more likely to be influenced by
contextual, peripheral cues such as mood, emotion, image,
attractiveness and so on. This tends to lead to a temporary
change in attitude, which is more likely to fade or be easily
challenged by other arguments.

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AO2 Material
Name: There is supporting research for the `need for
cognition'.
Explain: For example, Haugtvedt et al (1992) showed that
individuals with a high need for cognition would be more
influenced by central route communications than individuals
with a low need for cognition. Participants with high need for
cognition focused on an evaluation of product attributes, where
as those with a low need for cognition attended more to simple,
peripheral cues when forming their attitudes.…read more

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Name: However, there is also some contradictory research
evidence against the Elaboration-Likelihood model.
Explain: For example, attitude change via the peripheral route is
described as being temporary; however an attitude is defined as
"an enduring positive or negative feeling towards an object". If
this is the case, then how is it possible for the change to be
temporary? Petty & Cacioppo (1986), therefore argue that the
peripheral route to persuasion leads to attitude `formation'
rather than attitude change.…read more

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