Elaboration Likelihood Model

to go along with the idea. But what if people do not always process information, and what if they merely go with the crowd? The Elaboration Likelihood Theory (ELM) developed by Social psychologists Petty and Cacioppo, illustrates how persuasion, or the presentation of facts in order to move someone or thing a certain way, takes place. This model “analyzes the likelihood that receivers will cognitively elaborate,” in other words break down the information gathered and determine whether or not the

The Elaboration Likelihood Model has been hailed by some as “unquestionably the most influential recent theoretical development in persuasion research” (O’Keefe, 2002). Even if this is the case, it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration likelihood model is the vacuous nature of the “argument strength” component. Although this criticism is useful for pointing out an area of the model that can be fine-tuned, any perceived shortcomings due to

Elaboration Likelihood Model Petty and Cacioppo’s theory of persuasion is one of the most highly studied theories, in 1986 they published an article, in which they posted that there are two routes through which persuasion can take place. One is when people have the motivation and the ability to carefully process and think about the air arguments within a counterattitudinal message, in which they use the central route of persuasion. Furthermore, when people process messages centrally, they then

Abstract This paper discusses the Elaboration Likelihood Model developed by Petty and Cacioppo. The theory discusses the two ways individuals process messages. This paper also discusses how the theory can be used in making public relations campaigns successful. Introduction Elaboration Likelihood Model was made popular by Richard E. Petty and John Cacioppo during the 1970s. Prior to Petty and Cacioppo the focus of ELM was primarily psychology focusing on why people made

Elaboration Likelihood Model This model, developed by Richard E. Petty and John T. Cacioppo, favors a process-based approach. This allows for a given variable having different persuasive effects at different points in the interaction process [7].  Petty and Cacioppo break the persuasive process down into three steps: motivation to process information, ability to process information, and cognitive processing. To proceed through these steps, people take either the central route, which has more long-lasting

Running Head: The Elaboration Likelihood The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet, as no other medium, has given an international or a "globalized" dimension to the world. It has become the universal source of information for over 1,463,632,361 people. Cisco conducted a study, which predicted that traffic on the world’s networks

Potential employers are considered to be in high need for cognition and elaboration, as well as those individuals had chosen to work in an industry that requires self-motivation, independent thinking, problem-solving and a general interest and involvement in the economy and the labour market. Thus, the communication will follow the elaboration likelihood model (ELM) by Petty and Cacioppo (1986) and specifically concentrate on the central processing route, leading

do not? The Elaboration Likelihood Theory explains just that. It analyzes how variables such as motivation, processing, ability, and persuasion play a role in how much thought we give to a certain message. From the puppy commercial, to major things such as the digitization of health records and the upcoming presidential election, the Elaboration Likelihood Theory explains our likelihood of thinking about —and acting on—a certain message. Description of Theory The Elaboration Likelihood Theory describes

This paperwork comprises PSY 301 Week 3 Assignment Persuasion Who What To Whom Persuasion: Who, What, To Whom “As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience

Introduction to Persuasion Persuasion is the art of influencing or convincing someone - be it a business or a person, to change their opinion or decision on a certain topic, through many different types of methods. A lot of times, many assume that persuasion is like a competition, where the one who ends up in first place would end up closing a deal. However, persuasion is more of a class taught through various ways of communication. Visualize the way a teacher teaches a new concept to students