The Elaboration Likelihood Model Developed By Petty And Cacioppo

Today, it is without a doubt that public communication is at the heart of our economy, our politics and our society. It is being used in different aspects of society - studios use it to advertise their films. Advocates use it to encourage social causes. The businessmen use it to furnish their image. Politicians use it, for them to get elected. It is a field constructed on various ideas and images, many information and persuasion, tactics and strategy. There is no product or policy that will ever succeed without a clever message that targets the right audience or people in innovative and creative ways. To communicate strategically is one of today’s ability to communicate and what our programs are all about. Therefore, public communications

The “primacy” effect, which can increase the perceived legitimacy or persuasive effect of communications, is a phenomena that has been routinely observed and noted by social psychologists. Establishing primacy on an issue can provide significant benefits, since the first information on a topic is likely to receive attention from a recipient (as opposed to information received later, as part of a sequence) and the first information received is likely to establish a frame of reference or theme that the recipient will refer back to when receiving and evaluating additional information in

In The Spirit Catches You and You Fall Down, Fadiman describes the “explanatory model”, developed by Arthur Klienman. This model posits eight question aimed at ascertaining the patient’s and their family’s interpretation and analysis of the illness affecting the patient. Although these questions may seem fairly simple and evident at first, the knowledge gained by them, especially when dealing with patients from a greatly different cultural background than the medical personnel, can offer great insight into the family’s beliefs and enable the medical staff to prescribe the most effective treatment for the patient. However, the explanatory model can only be effective if truthful answers are obtained from the patient. Especially when dealing

When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.

2. What – Discuss the Characteristics of the Message: What attributes are inherent in persuasive messages? How are we influenced by the emotion, framing, narratives, and rational appeals in the messaging we receive? What is the significance of the sleeper effect?

“The communication program will target whom, to help them understand, believe, or do what, by informing them of messages, through messengers and channels, to result in objectives” (Cheesebro, T., O’Connor, L., & Rios, F., 2010, Ch. 5). The objective of utilizing the campaign method would reach out the larger population through possibly multiple different media methods, instead of just one or two. When considering using different types of media and which ones to include and exclude when communicating through media, it is important to consider the advantages and disadvantages of traditional, electronic, and social media.

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 the argument strength concept can be mitigated through a creative application of other areas of the model.

Chevy’s 2014 commercial “Maddie” utilizes what many in the field of psychology would refer to as “The Elaboration Likelihood Model” (ELM). In its most basic explanation, the ELM is a dual-process model that takes into account two separate mechanisms; central route processing, and peripheral route processing. Chevrolet makes efficient use of visual and audio cues to shift the focus of the audience away from what they’re selling and more towards how they want the audience to feel; as well as manipulating past attitudes the individual viewer may have about their product. Throughout the commercial the viewer can see the main female actress playing out scenarios that most of us can relate to, such as moving off to college, owning a pet, experiencing heartbreak, or even insignificant things such as awkward moments. Not only does this establish a connection between Chevrolet’s product our personal cherished moments, but it also lays the foundation for an attitude change.

There are many theories discuss about actions and events in public relations (PR). According to Em Griffin (2012), theory is a set of systematic that study about the prediction about the way things work. However, public relations is a management function which helps to identify, build and maintain mutually beneficial relationships which focus on the production messages, campaign and mass media effects on audiences. (Cabot, 2012). Therefore, study of theories is one of the effective ways to help PR practitioners to make right decisions in their PR plan and program (Lattimore, 2009). In this assignment, I am going to discuss uses and gratifications theory which is a theory that related to PR.

Marci LaRue Fisher University of Denver University College Capstone Project for Master of Professional Studies in Applied Communication, Public Relations and Marketing March 14, 2008

Petty and Cacioppo (1981) have developed the elaboration likelihood model of persuasion which explains the peripheral route to persuasion and the central route. In the peripheral route, persuasive influences are more tangential to the issues at hand. For egg- in a PSA targeted against smoking in youth, the peripheral route will show the teenagers having a better sex life after quitting smoking. (William G. Shadel, January 2009) Central processing occurs when the person at hand is aware about the main message of the PSA and is motivated to consider its content. We will analyze the use of celebrities for both these routes of persuasion and try to find out the effectiveness in each case.

Source credibility model was first proposed by Hovland and his colleagues. ―Source Credibility‖ in a broad sense, refers to a communicator‘s positive characteristics that affect the receiver‘s acceptance of a message‖ (Ohanian 1990, p. 41) and based on the research in social psychology (Hovland et al. 1953). The model suggests that the effectiveness of a message depends on the perceived level of expertise and trustworthiness of an endorser (Hovland, et al. 1953; Ohanian 1991; Dholakia and Stemthai 1977). According to Kelman (1961), Exchange of information through a credible source (eg. celebrity) has the potential to influence beliefs, opinions, attitudes and/or behaviour through a process called

The central route to persuasion requires high efforts of processing which occurs through a complex structure, thus leads to longer lasting effects of persuasion. However, if an audience is lacking in motivation, in which they are not analytical or involved with the message they are more likely to take the peripheral route to persuasion. In this case, peripheral cues are used in which these cues trigger an acceptance of the messages thus leading to persuasion, which is usually a temporary effect [Myers et al 2016 p190-191].

The Excellence Theory is a public relations theory that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organisations and their environments that make organizations more effective, and how the monetary value of public relations can be determined” (L. Grunig, J Grunig & Dodier, 2002). The theory resulted from a study about the best practice in public relations, which was headed by James E. Grunig and funded by the Foundation of the International Association of Business Communicators (IABC) in 1985.

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.