Elaboration Likelihood Model
Definition:
The motivation and processing ability that determine attitude change.
There are four assumptions with this theory:
Assumption 1: There are two different routes of thinking that a person can use (Central and Peripheral)
Assumption 1: There are two different routes of thinking that a person can use (Central and Peripheral)
Central Route:
Peripheral Route:
- Conscious and logical thinking, when people are motivated and able to pay attention and think about the content
- High elaboration which means the choice involved processes like evaluation, critical judgement, and inferential judgement.
- Can lead to permanent change in attitudes as we adopt others arguments.
- Make message personally relevant to people
- Consideration of both sides that are for and against and then the outcome is carefully thought out
Peripheral Route:
- Don't pay attention to persuasive arguments but are influenced by surface characteristics
- Change is only temporary, but may start us to being susceptible to change later on.
- Use this route when wanting simple compliance rather than long term change.
- Low elaboration- doesn't involve critical thinking or evaluation.
Assumption 2: Situational and personality variables affect which route of thinking the person will use. For example, if situation has personal relevance for us then we will most likely us Central route but if the situation is irrelevant then we will use Peripheral route.
Assumption 3: Persuasion tools will have different effects depending on which route of thinking the person uses. Facts, evidence, and reasoning will only work while using Central route and things like attractiveness, friendliness or expertise will work for peripheral thinkers.
Assumption 4: Change is achieved through the Central Route and lasts longer, whereas the Peripheral Route isn't as persistent over time.
(John T. Cacioppo and Richard E. Petty (1984) ,"The Elaboration Likelihood Model of Persuasion", in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 673-675.)
Assumption 3: Persuasion tools will have different effects depending on which route of thinking the person uses. Facts, evidence, and reasoning will only work while using Central route and things like attractiveness, friendliness or expertise will work for peripheral thinkers.
Assumption 4: Change is achieved through the Central Route and lasts longer, whereas the Peripheral Route isn't as persistent over time.
(John T. Cacioppo and Richard E. Petty (1984) ,"The Elaboration Likelihood Model of Persuasion", in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 673-675.)
Petty, R. E., Kasmer, J. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model.
- This video utilizes the example of two speakers arguing for and against an issue, which the narrator goes in depth on message, source, and target characteristics. The narrator explains how the audience processes the message.
Research using this Theory:
Adoption of electronic health records in the presence of privacy concerns: the elaboration likelihood model and individual persuasion
http://dl.acm.org/citation.cfm?id=2017430
This is research that involves trying to change the attitudes of people who are questioning their health records being stored electronically.
http://dl.acm.org/citation.cfm?id=2017430
This is research that involves trying to change the attitudes of people who are questioning their health records being stored electronically.