John cacioppo, and their collaborators, is an example of a. When elaboration is higher, people use central route processing requiring conscious cognition. Elaboration likelihood adalah bagaimana orang atau penerima dapat terpengaruhi oleh maksud dari pesan yang disampaikan oleh komunikator sehingga tujuan yang diinginkan oleh komunikator dapat direalisasikan secara langsung. Premier mikhail gorbachev appeared on television in each others countries. Specifically, we study users elaboration of contextual cues in relation to their privacy concerns and download intention. Review paper elaboration likelihood model in consumer. Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information. This chapter traces the development of the elaboration likelihood model elm across three decades of research.
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. This theory, called the elaboration likelihood model elm, states that the amount and nature of the thinking that a person does about a persuasive message e. Part of the springer series in social psychology book series sssoc on new years day, 1986, u. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Pdf this chapter outlines the two basic routes to persuasion. The elaboration likelihood model elm of persuasion is a dual process theory describing the. The elaboration likelihood model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient. Decision making by elaboration likelihood model analysis journal and model pdf. Elaboration likelihood model okeefe major reference. 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. The idea is that when a person is presented with information, this person will process this information on a certain level of. Wideranging research into the brain and the human experience. Accepted may 10, 2001 abstract the elaboration likelihood model elm is a model of information processing and persuasion.
The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The elaboration likelihood model of persuasion semantic. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. This model inspires studies to further research food involvement as a conditioning. It was the first time that american and russian leaders had exchanged messages that were simultaneously televised.
The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of findings in persuasion research examining how people form and. Messageirrelevant factors hold sway on the peripheral path, a more common route that produces fragile shifts in attitude. Elaboration likelihood model a theory of persuasion. The elaboration likelihood model elm attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the. One route is based on the thoughtful consideration of arguments central to the. Elaboration definition of elaboration by the free dictionary. Elaboration likelihood model definition psychology. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual.
The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. 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. Pdf the elaboration likelihood model and communication. So, if someone watches a political debate with great interest and attention they are more likely to evaluate. The elaboration likelihood model elm of persuasion, developed by richard petty. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic.
Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of. Elaboration likelihood model oregon state university. The elaboration likelihood model elm, developed by richard e. Elaboration likelihood model of persuasion 125 theoriesperhaps more data and theory than on any other single topic in the social sciences see mcguire, 1985there was surprisingly little agreement concerning if, when, and how the traditional source, message, recipient, and.
Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. The elaboration likelihood and metacognitive models of. Psychology definition of elaborationlikelihood model elm. An application of the elaboration likelihood model. The central route involves message elaboration, defined as the extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. Source factors and the elaboration likelihood model of. The elaboration likelihood model of persuasion sciencedirect. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Learn for free about math, art, computer programming, economics, physics, chemistry, biology, medicine, finance, history, and more.
Richard petty and john cacioppo posit two basic routes for persuasion. 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. 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. Persuasion is very much associated with our daily life. Review paper elaboration likelihood model in consumer research. Archived chapters pdf from previous editions are available in resources by type. Khan academy is a nonprofit with the mission of providing a free, worldclass education for anyone, anywhere.
Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. The elm began as a theory about the processes responsible for attitude change and the strength of the attitudes that result from those processes. Pdf the elaboration likelihood model of persuasion. Message elaboration is the central route of persuasion that produces major positive attitude change.
This study identifies the main contextual cues and explains their effects on privacy concerns based on elm. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. The theory explains how attitudes are formed and reinforced by persuasive arguments. The elaboration likelihood model of persuasion springerlink.
Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. The elaboration likelihood model elm provides a theoretical lens for understanding the processes that drive attitude change, or the extent to which ones overall evaluation of a given target is modified from one value to another petty and cacioppo, 1986. It is likely easy for you to come up with at least one example of a person with whom you 104 applying communication theory for professional life 05dainton. The elaboration likelihood model claims that there are two paths to persuasion. The elaboration likelihood model elm proposed by richard e. The elm proposes that under low elaboration likelihood, source factors. According to the elaboration likelihood model of attitude change, people are more likely to carefully process persuasive messages when they are motivated and capable of considering all available information. It occurs when unbiased listeners are motivated and able to scrutinize arguments they consider strong. Choose from 301 different sets of elaboration likelihood model flashcards on quizlet. Learn elaboration likelihood model with free interactive flashcards. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Petty and others published the elaboration likelihood model find, read and cite all the research you need on researchgate. However, some literature suggests that price savings might increase the motivation to process the message. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo.
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. A commitment to creating a supportive and challenging environment for our students. The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Source factors and the elaboration likelihood model of persuasion 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 elm is a psychological theory that addresses the process of persuasion. The elaboration likelihood model northwestern scholars. What is the elaboration likelihood model in psychology. Evaluation of smoking prevention television messages based. Health promotions that yield sustained behavioral change. Given modern communication contexts, it is appropriate to question the model s validity and relevance. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs.
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