Chapter 15: Elaboration Likelihood Model

Central route

the path of cognitive processing that involves scrutiny of message content

*message elaboration -extent which a person carefully thinks about issue-relevant arguments contained in a persuasive communication

Peripheral route

-mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue

-recipients rely on cues to make a quick decision:

1. reciprocation “you owe me”

2. consistency “we’ve always done it that way”

3. social proof “everybody’s doing it”

4. liking “love me, love my ideas”

5. authority “just because I say so”

6. scarcity “quick before they’re all gone”

Overexposure

people are motivated to hold correct attitudes but because we are exposed to numerous persuasive messages, we would experience tremendous info overload if we tried to interact with every idea presented to us

Need for cognition

desire for cognitive clarity, enjoyment of thinking through things even when they aren’t personally relevant

Biased elaboration

top-down thinking where predetermined conclusion color the support data (biased)

Objective elaboration

bottom-up thinking where facts are scrutinized without bias; seeking truth wherever it might lead

Strong arguments

claims that generate favorable thoughts when examined

-causes change in position to persist over time, resist counter-persuasion, and predict future behavior

Source credibility

audience perception of the message source’s expertise, character, and dynamism (peripheral cue)