In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Review paper elaboration likelihood model in consumer. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. Cacioppo and petty s elaboration likelihood model theory elm seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Elaboration likelihood model and persuasion persuasion often has a negative reputation. Whereas past models tended to emphasize one effect of a given variable and one process by which that effect. Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer re. The model has a number of limitations, some general and some specifically relevant. The systematic route is similar to the elaboration likelihood model s central route, while the heuristic route is similar to the peripheral. Decision making by elaboration likelihood model analysis journal and model pdf. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch.
This study can potentially contribute to research on social media by explaining the formation of trust perception in the context. Cacioppo in the early 1980s, is a twofold, or dualprocess, model that describes how people choose to manage, either systematically or heuristically, information they encounter. If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. The most influential of these models was the elaboration likelihood model of. Petty forthcoming the elaboration likelihood model. Elaboration likelihood model routes to persuasion richard petty, john cacioppo learning objectives know the 2 routes to persuasion and their components be able to explain the elm chart explain how topic relevancy determines which route will be used by the listener explain the role of motivation and ability in determining which route will be used two routes 1. It was against this backdrop that a number of dual process models of information processing were developed in the 1970s and 1980s. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Introduction elaboration likelihood model is developed by richard e. Elaboration likelihood model how is elaboration likelihood. The elaboration likelihood model the elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of.
Petty and cacioppo, 1986 was developed to explain past inconsistencies in attitudes research. Elaboration likelihood model theory using elm to get. The elaboration likelihood model of persuasion acr. The model was introduced by petty and cacioppo over three. Assumptions process trumps variables smcr people are overloaded with persuasive messages it is impossible to evaluate every message people process messages in two fundamental ways central elaborated peripheral not elaborated 2. Cacioppo and pettys elaboration likelihood model theory elm seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. The elaboration likelihood model of persuasion is a dual process theory describing the change of attitudes.
Elaboration likelihood model is developed by richard e. Petty and brinol 2011, persuasion can occur via different processes that can be placed along an elaboration. The elaborationlikelihood model elm petty and cacioppo 1. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. The elaboration likelihood model of persuasion elm is essentially a theory about the thinking processes that might occur when we attempt to change a persons attitude through communication, the different effects that particular persuasion variables pla, and the y within these processes strength of the judgements that resultsee. According to the elaboration likelihood model elm petty and cacioppo 1986. Cacioppo created the elaboration likelihood model or the elm model which was a model based on persuasion. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. These models set out to provide researchers and practitioners. Source factors and the elaboration likelihood model of persuasion richard e. Persuasion is very much associated with our daily life.
Elaboration likelihood model a theory of persuasion. Fiske and taylor 1984 claim that most human beings are essentially cognitive misers frequently rely on simple and time. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Petty and cacioppo 1986 refer to it as a continuum with no elaboration and complete elaboration on either side. Reproductions supplied by edrs are the best that can be. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The elaboration likelihood model in the new millennium. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes.
Petty and cacioppo s elaboration likelihood model traditional approaches to persuasion, like the yale model, tend to assume that persuasion occurs when listeners or viewers learn a message. Source factors and the elaboration likelihood model of. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Elaboration likelihood model theory using elm to get inside. The elaboration likelihood model of persuasion elm is essentially a theory about the thinking. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
May 15, 20 heres a brief and hopefully clear explanation for this psychological theory. The elm proposes that under low elaboration likelihood, source factors serve as simple acceptance or rejection cues under moderate elaboration likelihood source factors guide the extent of thinking. Wideranging research into the brain and the human experience. Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. Reproductions supplied by edrs are the best that can be made. The elaboration likelihood model of persuasion springerlink.
Given modern communication contexts, it is appropriate to question the model s validity and relevance. We propose that academics can use the elaboration likelihood model elm petty and cacioppo 1986a, 1986b as a metatheoretical organizing framework to help synthesize inferences from multiple auditor judgment and decisionmaking jdm studies under a single theoretical umbrella. Classic and contemporary approaches,dubuque, brown elaboration likelihood mode of persuasion in a therapy analogue setting. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristicsystematic model developed by shelly chaiken. The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. What is the elaboration likelihood model in psychology. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Start studying elaboration likelihood model persuasion. Understanding the formation and change of attitudes is important to the practice of school psychology. Elaboration likelihood model elm petty and cacioppo s elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm. Elaboration likelihood model paper brenna mordans comm 473. Document resume ed 251 783 cg 017 914 author stoltenberg, cal d mcneill, brian w. Advantages it to consumers perception of persuasive essay. A metatheory for synthesizing auditor judgment and decision making research.
Elaboration likelihood model is a general theory of attitude change. It should be obvious that these are important outcomes. Rather, they act as a catalyst for selfpersuasion do we process all messages the same. The elaboration likelihood model is discussed in this lesson, including the distinction between the central route and the peripheral route, examples of each route and when people are likely to. They found that people reacted differently to a message depending. The elaboration likelihood model explained youtube. The elaborationlikelihood model elm petty and cacioppo 1981 commentary applying the elm applying the elm why do people follow the peripheral route. Apr 20, 2017 noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. The elaboration likelihood model elm attempts to place these many. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion.
The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. This study tested the validity of petty and cacioppo s 1981, attitudes and persuasion. The elaboration likelihood model elm, developed by richard e. In the remainder of this article we will outline the elm as a series of postulates that make explicit the guiding assumptions and principles of the model. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. A test of the elaboration likelihood model for therapy. The elaboration likelihood model elm is used as a framework to. Heesacker, conner, and prichard have argued 1995 that attitude change and persuasion theories, and the elm in particular, may be useful in prevention research. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. In any given situation, the likelihood of elaboration thinking varies.
According to the model, the lack of ability or motivation to process information leads people to rely on. Developing health promotions to produce sustained behavior change. Berbeda dengan teori pertimbangan sosial yang menyatakan bahwa seseorang membuat keputusan berdasarkan referensi atau acuan, elm menjelaskan bahwa. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm glossary references selftest. The elm model explains how the message of persuasion changes the perception and attitude of a person who receives it. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. Petty, cacioppo, and goldman 1911 and chaiken 1980 the source of the message served as a peripheral cue. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Petty and brinol 2011, persuasion can occur via different processes that can be.
The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of. Specifically, it is a dualprocess theory that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. Elaboration likelihood model okeefe major reference. Several years ago, we outlined a framework with which to organize social psychological research on persuasion petty 6, cacioppo, 1980, 1981.
Abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. The elaboration likelihood model was developed by richard e. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of.
According to the model, the lack of ability or motivation. The elaboration likelihood model elm was designed by psychologists richard e. This study aims to address the gap by applying the elaboration likelihood model elm. We remember the message as ideas and we will be persuaded by it. The elm proposes that under low elaboration likelihood, source factors. Petty 1984,the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds.
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