Ppt elaboration likelihood model powerpoint presentation. The influence of spokesperson trustworthiness on message. Reasoned model probability of elaboration page 4 the nature of attitudes and. The elm was proposed by petty and cacioppo 24 and became a useful model for. Enhancing the effectiveness of tobacco package warning labels. This diagrammatical representation of the elaboration likelihood model is based on that developed by petty and cacioppo 1983. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. I read about their paper published in 1984 through this link. Elaboration likelihood model elm and various personality traits when. An earlier central study on adults was replicated, through 330 indepth. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch.
Elaboration likelihood model research paper 4705 words. Victor yocco, 2014 the elaboration likelihood model petty and cacioppo, 1986, the elm was developed by richard e. This article is brought to you for free and open access by the natural resources, school of at. The model aims to explain different ways of processing stimuli, why they are read more. Pdf the elaboration likelihood model of persuasion. Advances in experimental social psychology 19, 123205. The elaboration likelihood model of persuasion springerlink. Elaboration likelihood model okeefe major reference. Reproductions supplied by edrs are the best that can be made. Pdf this chapter outlines the two basic routes to persuasion. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes.
The elaboration likelihood model as applied to youth the purpose of this study was to test whether petty and cacioppo s elaboration likelihood model is relevant to young people. Nilson believes persuasive speech is ethical to the extent that is maximizes peoples ability to exercise free choicepersuasion wooing lover analogy. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The most influential of these models was the likelihood model of elaboration persuasion petty. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm.
Petty and cacioppo, 1986, one of the most cited models of persuasion. Richard petty and john cacioppo s 1986a, 1986b elaboration likelihood model of persuasion elm, is one of the most widely cited models in the persuasion literature. The elaboration likelihood model of persuasion sciencedirect. The elm distinguishes between two routes to persuasion. The elaboration likelihood model of persuasion in short, elm. Since that time, advertising has changed fundamentally and it is important to reexamine the fit of this model in the lives of today. Indeed, the elm was developed initially to integrate the many seemingly conflicting research findings and. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Petty and wegener 1999 or perceived elaboration barden and petty 2008. The elaboration likelihood model of persuasion petty et al. Now a little over 30 years old, elm was created by two psychologist named jogn cacioppo and richard petty who in 1986 described persuasion as a dual process. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The elm framework has not been studied in the context of onpack ghw. Persuasion is very much associated with our daily life. This framework is called the elaboration likelihood model of persuasion.
Download website as pdf read website aloud texttospeech synthesis the elaboration likelihood model acronymised as elm of persuasion is a dual process theory describing the change of attitudes. Elaboration likelihood model 1 elaboration likelihood model. Bitner, university of washington carl obermiller, university of washington 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. Source factors and the elaboration likelihood model of persuasion richard e. The most influential of these models was the elaboration likelihood model of.
Described briefly, the elm holds that changes in attitudes and other judgements result from different psychological processes depending upon the extent of elaboration the individual is engaging in at the time of influence. Introduction elaboration likelihood model is developed by richard e. In any given situation, the likelihood of elaboration thinking varies. This study applied the elaboration likelihood model. Even altruistic nonprofits want us to change our behaviors around environmental issues and public safety, or give them our money to help fight hunger and disease the nerve. According to popular theories on attitude formation and change, such as the elaboration likelihood model elm petty and cacioppo 1981, 1986 and the heuristicsystematic model chaiken 1987. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. It was against this backdrop that a number of dual process models of information processing were developed in the 1970s and 1980s. Feb 17, 2011 the elaboration likelihood communication theory model, by richard petty and john cacioppo, presented through pictures.
Elaboration likelihood model elm the upstream boat. What is the elaboration likelihood model in psychology. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Attitudes and persuasion introduction to psychology. This framework is called the elaboration likelihood model of persuasion petty and cacioppo 1981, 1986b. Jul 03, 2019 the elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. Although petty and cacioppo s model seems to suggest that the routes are mutually exclusive.
This figure depicts the two anchoring endpoints on the elaboration likelihood continuum adapted from petty, 1977. We remember the message as ideas and we will be persuaded by it. Advertisers are very interested in persuasion and how it takes place. Elaboration likelihood model sociopsychological theory richard petty elm first developed out of psychology. Petty forthcoming the elaboration likelihood model.
Routes to persuasion california state water resources control. I 8 r urn is n 86 influencinghuman behavior elaboration l l k e l l h d model 87 marmontein 1987, petty and cacioppo 1984a. Jan 01, 1986 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. These limitations are presented and discussed along with suggestions for research. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. Communication act intended to elicit a change in the audience persuasive messages may. Bitner, university of washington carl obermiller, university of washington abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. Petty and cacioppo s elaboration likelihood model traditional approaches to persuasion, like the yale model, tend to assume that persuasion occurs when listeners or viewers learn a message. The elaboration likelihood model elm is used as a framework to. According to the seminal petty and cacioppo 1986 publication, the elm. Several years ago, we outlined a framework with which to organize social psychological research on persuasion petty 6, cacioppo, 1980, 1981.
Cacioppo developed the elaboration likelihood model to describe how persuasion works. The use of the elaboration likelihood model and attitude. Now a little over 30 years old, elm was created by two psychologist named jogn cacioppo and richard petty. In 1983, petty, cacioppo and schumann published an article in the journal of consumer research which describes an experiment and proposes the elaboration likelihood model elm to explain under what conditions message cues will persuade consumers to try a new product. We propose that academics can use the elaboration likelihood model elm petty and cacioppo 1986a, 1986b as a metatheoretical organizing framework to help synthesize inferences from multiple auditor judgment and decisionmaking jdm studies under a single theoretical umbrella. Using the elaboration likelihood model as a method to teach. The elaboration likelihood model of persuasion elm is a one of the oldest and most referenced theories when it comes to marketing and advertisement. Cacioppo 1984, source factors and the elaboration likelihood model of persuasion, in advances in consumer research volume 11, eds. The elm proposes that under low elaboration likelihood, source factors.
Dec 23, 2018 richard petty and john cacioppo developed the model and published it in 1980. An earlier central study on adults was replicated, through 330 indepth interviews among three age groups 47, 811, 1215. The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of. Elaborated arguments can be measured as strong, neutral, or weak. Cacioppo, booktitleadvances in experimental social psychology, year1986. Persuasion occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication such as advertising or personal selling 3. This open access senior thesis is brought to you for free and open access by the. Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Central to this model is the elaboration continuum, which ranges from low elaboration low thought to high elaboration high thought. Learn elaboration likelihood model with free interactive flashcards. This adaptation by shimp 2000 has been shown in preference to the original model for ease. Doc elaboration likelihood model belce karaman academia.
Elaboration likelihood model is developed by richard e. Mar, 2011 elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained alternative ways in which source, message and contextual variables impact attitude change. Jan 26, 20 the elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. Elaboration likelihood model download ppt powerslides. Elm has been a leading theory of persuasion and attitude change for the last twentyfive years, and petty and cacioppo s initial model has been very influential. Jun 01, 1997 understanding the formation and change of attitudes is important to the practice of school psychology. Richard petty and john cacioppo posit two basic routes for persuasion. Elaboration likelihood model a theory of persuasion. Elaboration here means the extent to which a person carefully thinks about the information.
Nilsen would regard persuasive appeals that encourage message elaboration through elms central route as ethical. Information processing of advertising among young people. Elaboration likelihood model of persuasion speech squarespace. Sep 28, 2020 the elaboration likelihood model of persuasion. Drawing on the elaborationlikelihood model elm, we com pared two. Replications, extensions and some conflicting findings abstract in this paper we report on three studies designed to replicate and extend the elaboration likelihood model elm presented in petty, cacioppo and schumanns 1983 journal of consumer research article. Sep 17, 1993 called the elaboration likelihood model elm, states that the amount and nature of the thinking that a person does about a persuasive message e. The elaboration likelihood model and diffusion of innovation are theories that. The elaboration likelihood model of persuasion analysis cram. 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 attitude through communication, the different effects that particular persuasion variables pla, and the y within these processes strength of the judgements that resultsee. In the remainder of this article we will outline the elm as a series of postulates that make explicit the guiding assumptions and principles of the model. Decision making by elaboration likelihood model analysis journal and model pdf.
The amount and direction of processing influences attitude and intention to quit hammond et al. The central route and the peripheral routes to persuasion. Elaboration likelihood model elm two basic routes to persuasion central route. Implications of the elaboration likelihood model of. The elaboration likelihood model elm explains how persuasion message works in changing the attitude continue reading elaboration. Figure 1 from the elaboration likelihood model of persuasion.
According to the elaboration likelihood model elm of persuasion, arguments can enhance message elaboration petty and cacioppo, 1986. Although most elaboration likelihood model elm research has measured the effects of peripheral cues by studying credibility, a speakers competence or character could also be a. The elm aims to persuade a target audience, hence its name. Examining thought processes to understand the impact of. If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. The elaboration likelihood model of persuasion usa elite. These models set out to provide researchers and practitioners.
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