The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Researchers compare central and peripheral routes of individual. Incorporating the principles of the elaboration likelihood model into your messages and. Persuasion is very much associated with our daily life. Pdf the ability to elaborate in a relatively objective manner. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. The elaboration likelihood model of persuasion jobn t. The elm proposes that under low elaboration likelihood, source factors. According to the elaboration likelihood model elm petty cacioppo 1986 petty from english 101 at tripura university. Academics have attempted to explain how persuasion works on individuals for decades. According to the elaboration likelihood model elm petty. He founded the university of chicago center for cognitive and social neuroscience and the director of the arete initiative of the office of the vice president for research and national laboratories at the university of chicago. Cacioppo is associate pro fessor of psychology at the university of iowa, iowa city, ia 52242. They found that people reacted differently to a message depending upon whether they devoted full attention to it.
By the end of this chapter, you should have a better understanding of why no1 all ratings of 8 on a 9point scale are alike, and you should also have a framework for appreciating why certain variables e. The theory explains how attitudes are formed and reinforced by persuasive arguments. In any given situation, the likelihood of elaboration thinking varies. Petty is associate professor of psychology at the university of missouri, columbia, mo 65211. Policy insights from the racial bias and public policy. Communication and persuasion central and peripheral. Each contributes in an important way to a complete understanding of the persuasion process. Article shifting liberal and conservative attitudes using moral foundations theory martin v. A commitment to creating a supportive and challenging environment for our students. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Pettystalking rudimentary processes of social influence. 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.
One of the most well known studies involving the elaboration likelihood model was performed by petty, cacioppo and schumann 1983 and consisted of undergraduate students perceptions of a booklet with 12 magazine advertisements. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. This is a contemporaneous overview of the elaboration likelihood model from the concepts creators. Understanding the formation and change of attitudes is important to the practice of school psychology. The elaboration likelihood model of persuasion springerlink. The elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. Thus, the hypothesis that issuerelevant argumentation becomes a more important determinant of persuasion as the personal rel. Elaboration likelihood model paper brenna mordans comm.
Shifting liberal and conservative attitudes using moral. Appropriate for both upper level undergraduates and graduates in the. Cacioppo, university of iowa abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Personal involvement as a determinant of argumentbased. These theories are grouped into seven major approaches, each presented and evaluated in a separate chapter. In study 1 a pool of items was administered to groups known to differ in need for. It is being extremely influential in the document is the most important thinking about customer attitudes and the psychological models that have been used by marketers to understand them. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Pdf this chapter outlines the two basic routes to persuasion. The elaboration likelihood model of persuasion sciencedirect. Stiff 1986 questioned the validity of elm because the message should be able to be processed through two routes simultaneously.
Cacioppo david schumann undergraduates expressed their attitudes atxul a product atter being exposed to. Petty university of iowa university of missouri columbia four studies are reported in which a scale to assess the need for cognition i. The elaboration likelihood model of persuasion acr. It has been over 10 years since we initiated work on our first series of collaborative experiments. The elaborationlikelihood model elm petty and cacioppo 1981 commentary applying the elm applying the elm why do people follow the peripheral route. All articles are the sole of the respective publishers permission to access ed pdf files must be requested before downloading by clicking here.
Fiske and taylor 1984 claim that most human beings are essentially cognitive misers frequently rely on simple and time. See petty and cacioppo 1986 for discussion of the relationship between these. For example, when peoples cognitive resources are constrained e. Journal of personality and social psychology 51 5, 1032, 1986. Petty, university of missouricolumbia abstract multiple routes to persuasion have begun to appear in. The idea is that when a person is presented with information, this person will process this information on a certain level of. The elaborationlikelihood model elm petty and cacioppo. David schumann is a graduate student in psychology at the university of missouri. Petty 1984,the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. For example, if the statement is extremely uncharacteristic of you or. This cited by count includes citations to the following articles in scholar.
Trail3 abstract peoples social and political opinions are grounded in their moral concerns about right and wrong. Central and peripheral routes to advertising effectiveness. John terrence cacioppo 12 june 1951 5 march 2018 was the tiffany and margaret blake distinguished service professor at the university of chicago. David schumann journal of consumer research pre 1986. The elaboration likelihood and metacognitive models of. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Wideranging research into the brain and the human experience. I will focus this discussion on petty and cacioppo s elm because more research examines it.