The Elaboration Likelihood Model of Persuasion

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  • Created by: Esme
  • Created on: 02-03-15 16:09
Who suggested the Elaboration Likelihood Model?
Petty & Cacioppo (1981)
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What are the 2 routes called in the Elaboration Likelihood Model?
Central Route, Peripheral Route
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When is the Central Route taken?
The content of the message is personally important
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When is the Peripheral Route taken?
The context of the message is more important than the content
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What levels of cognition are required for each route?
Central: High, Peripheral: Low
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What type of persuasion is achieved by each route?
Central: Long-term, Peripheral: Short-term
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What research supports the Peripheral Route?
Zajonc's (1968) message exposure research
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Who carried out research involving M&M's packaging which supports the Elaboration Likelihood Model?
Lemmers (2000)
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What were the findings of Lemmers' research?
Participants with central values cared less about deception of peripheral packaging than those with low central involvement
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Who carried out research involving exposing students to smoking campaigns?
Vidrine (2007)
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What were the results of Vidrine's research?
Those with high need for cognition were more influenced by a fact based campaign and those low in need for cognition were more influenced by an emotion based campaignW
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What 4 improvements does the Elaboration Likelihood Model have on the Hovland Yale Model?
Focus on the individual, 2 routes are more realistic than 1 because not every individual is affected the same way, more specific consideration of individual differences throughout, consideration of context and content
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Card 2

Front

What are the 2 routes called in the Elaboration Likelihood Model?

Back

Central Route, Peripheral Route

Card 3

Front

When is the Central Route taken?

Back

Preview of the front of card 3

Card 4

Front

When is the Peripheral Route taken?

Back

Preview of the front of card 4

Card 5

Front

What levels of cognition are required for each route?

Back

Preview of the front of card 5
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