Evaluation of the elaboration likelihood model

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Media psyhology
Evaluation of the elaboration likelihood model
It describes the internal processes underlying attitude change, unlike the
Hovland Yale model which just describes factors which influence attitude
change. For example medium IQ, repeated exposure, experts.
This model takes into account individual differences in processing styles
saying for example that those with a need for cognition will choose the
central route. This is better than the Hovland Yale model because it can't
explain why we don't just buy everything we understand.
The model suggests that situations can vary and this will alter the
processing styles and the routes taken. For example, if there is lots of
distraction we tend to use the peripheral route.
The 2 route system is an oversimplification, we may use both at the same
time and peripheral factors may influence our motivation to use central
routes. The model does not make it clear how these factors interact.
Due to the complexity of the model, it is difficult to make accurate
predictions about the effect of a argument or an advert. This therefore
limits the models useful applications or effectiveness when used in real
adverts.
There is lots of research which provides evidence to support the various
different predictions of the model. For example, Vidrene (need for
cognition, knowledge, antismoking, supporting central) and Petty (exams,
motivation, supporting central)

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