the elaboration likelihood model

what is the elaboration likelihood model?

• degree of persuasion and attitude change depends on the likelihood that people will devote mental effort to elaborate upon the information they receive about an issue or product

what are the two routes of persuasion?

• central route

• peripheral route

what is the central route?

• high quality

• detailed

• long lasting behavioural change occurs

• elaboration is likely because: issue has personal relevance, have a high need for cognition, are uncertain about the issue, aren’t distracted or busy

what is the peripheral route?

• peripheral factors are used to grab attention of people who are unlikely to give the issue much thought

• celebrity endorsements / attractive presenter

• mood of the message

• elaboration is unlikely because: they are busy, don’t have the ability to process the detailed facts, issue doesnt have personal relevance

what are factors of influence?

• the elm suggests several factors, such as the relevance of the message and need for cognition

what are individual differences?

• people differ in their ability and motivation to process a message

• key difference is need for cognition

• people high in nfc are motivated to think about issues - they enjoy analysing arguments

• they won’t be persuaded through central route

evaluation - strengths

• practical applications - can make health messages more persuasive - harder to reach groups can be persuaded on important issues

• central route supported by research by petty

evaluation - weaknesses

• only describes - doesnt explain why persuasion happens in this way

• complex and includes many different factors - you can’t predict behavioural change with it

what did petty 1981 research?

• university students were told a new comprehensive exam would be introduced - have to pass to graduate

• different students were told different things - measured to see how much they agreed with the concept of new exam

what were the findings of petty 1981 research?

• people with high personal involvement - quality of argument has a big impact, expertise made no difference

• people with low personal involvement - quality of argument had no effect, expertise made a difference