Elaboration Likelihood Model

Elaboration Likelihood Model

The view that persuasive messages are evaluated (elaborated) on the basis of CENTRAL and PERIPHERAL cues.

Richard Petty & John Cacioppo

proponents of Elaboration Likelihood Model

Central Route

involves thoughtful consideration of arguments and evidence

Peripheral Route

involves associating objects with positive or negative cues

a. Persuasive Message

b. Emotional Appeal

Central Factors

1. Say what?

2. Say how?

3. Say how often?

Persuasive Message

Emotional Appeal

a type of persuasive communication that influences behaviour on the basis of feelings that are aroused, instead of rational analysis of the issues.

a. Persuasive Communicator

b. Context of the Message

c. The Persuaded Audience

d. Foot-in-the-door Technique

Peripheral Factors

a. Selective Avoidance

b. Selective Exposure

Persuasive Communicator

Selective Avoidance

Diverting one's attention from information that is inconsistent with one's attitudes

Selective Exposure

Deliberately seeking and attending to information that is consistent with one's attitudes.

sales resistance

high self-esteem + low social pressure =

persuasion without admission

high self-esteem =

Foot-in-the-door Technique

A method of inducing compliance in which a small request is followed by a larger request.

Peripheral Route

uses low-level mechanisms where the message is less important than other factors and quick decisions are made.

Central Route

when the content and evaluation of the message is more important. Therefore, uses high-level mechanisms.