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The Elaboration Likelihood Model of Persuasion

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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:


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Name: There is supporting research for the `need for
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

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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…


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