The Elaboration Likelihood Model (ELM)

930 WordsJun 22, 20184 Pages
Explanation of theory: When someone tries to persuade others to join in thinking or believing something, a process takes place. Those receivers of the information are to process what the source is saying and in turn decide whether or not 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 message…show more content…
One of the more frustrating experiences I have had with persuasion in this form is that judges sometimes go with the crowd. For example, at the State tournament my junior year I encountered a judge who was very set on their beliefs. Their prior attitudes walking into the round prohibited any attempt my partner and I had to persuade them otherwise. Even though we had argued our side well, and proven our opponents wrong, the judge continued to tell us that we were false for what we thought. The judge went so far as to tell us that even though we presented information that was valid, morally the judge could not agree. The topic dealt with the United States sending aid to the Middle East. The judge felt and believed strongly against this idea and no matter how many fact charts and pieces of evidence they sided with the opposing side. This judge used outside ideas to decide who had won. In other words this judge used the peripheral route when choosing a winner. Instead of listening to the message my partner and I were trying to explain, the judge used predisposed knowledge to discredit our information. It is in my opinion that this judge just did not want to think about the benefits of our side. Instead this judge took the easy route and continued to believe information that was antiquated and at times
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