What is elaboration likelihood model of persuasion?

What is elaboration likelihood model of persuasion?

The elaboration likelihood model of persuasion (ELM) is essentially a theory about the thinking processes that might occur when we attempt to change a person’s attitude through communication, the different effects that particular persuasion variables play within these processes, and the strength of the judgements that …

What does the elaboration likelihood model teach us?

The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. The basic idea is that when someone is presented with information, some level of “elaboration” occurs. They’ll pay more attention and scrutinize the quality and strength of the argument.

What best describes the elaboration likelihood model theory?

The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.

What is the elaboration likelihood model in psychology?

elaboration-likelihood model (ELM) a theory of persuasion postulating that attitude change occurs on a continuum of elaboration and thus, under certain conditions, may be a result of relatively extensive or relatively little scrutiny of attitude-relevant information.

What is elaboration likelihood model example?

For example, imagine you’re reading about a proposed soda tax in your city. If you’re a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax).

How is elaboration likelihood model used?

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. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration.

Why is elaboration likelihood model important?

The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.

What are the 5 elements of persuasion?

Persuasion is part of the communications process. The five basic elements of persuasion–source, message, medium, public and effect. Let’s look at each element briefly.

What is the most powerful form of persuasion?

Pathos: Strategy of emotions and affect. Pathos appeals to an audience’s sense of anger, sorrow, or excitement. Aristotle argued that logos was the strongest and most reliable form of persuasion; the most effective form of persuasion, however, utilizes all three appeals.

What is elaboration likelihood model in advertising?

The Elaboration Likelihood Model (ELM) According to ELM, an individual’s level of involve- ment with an advertising message determines the process by which the viewer forms or changes attitudes toward the advertised product.

What are the 3 methods of persuasion?

The secret lies in following the advice of Aristotle, breaking down the essential elements of persuasion into three parts: (1) logos or logic, (2) ethos or ethic, and (3) pathos or emotion.

How does the Elaboration Likelihood Model of persuasion work?

One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context.

When was the Elaboration Likelihood Model first developed?

Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Persuasion is very much associated with our daily life. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch.

What are the two basic routes to persuasion?

This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context.

When is learning not always combined with persuasion?

However learning may not be always combined with persuasion. For example there might be some advertisements that we hate, we don’t want to learn or remember the message from the advertisement and we are not being persuaded by it.