Elaboration likelihood model theory using elm to get inside. Petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Advances in consumer research volume 11, 1984 pages 668672 source factors and the elaboration. When a receiver is doing central processing, he or she is being an active participant in the process of. 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. Given modern communication contexts, it is appropriate to question the models validity and relevance. Richard petty and john cacioppo posit two basic routes for persuasion. Teori ini untuk pertama kalinya dikembangkan oleh richard e petty dan john t. 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.
If you learn, and remember, the ideas from a message, you are likely to be persuaded by it. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in response to a mystifying diversity of findings in persuasion research examining how people form and. The elaboration likelihood model of persuasion sciencedirect. The elaboration likelihood model was developed by richard e. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Cacioppo, pakar komunikasi persuasif dari ohio state university as, pada tahun 1980. Petty 1984,the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. The elaboration likelihood model of persuasion springerlink. Elaboration likelihood model okeefe major reference. Petty and cacioppo, 1986 was developed to explain past inconsistencies in attitudes research.
Persuasion is very much associated with our daily life. Elaboration likelihood model a theory of persuasion. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. Measuring elaboration and evaluating its influence on behavioral intentions. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. 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. These results were consistent with the assumption expressed in the elaboration likelihood model petty and cacioppo, 1979. Elaboration likelihood adalah model komunikasi yang bersifat persuasif. In the remainder of this article we will outline the elm as a series of postulates that make explicit. Instead, attitudes were determined primarily by the nature of the arguments presented chaiken 1980, petty, cacioppo and goldman 1981. Elaboration likelihood model and persuasion persuasion often has a negative reputation.
What is the elaboration likelihood model in psychology. They found that people reacted differently to a message depending upon whether they devoted full attention to it. It should be obvious that these are important outcomes. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Cacioppo and pettys elaboration likelihood model theory elm seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. 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. Whereas past models tended to emphasize one effect of a given variable and one process by which that effect. Understanding the formation and change of attitudes is important to the practice of school psychology. Cacioppo 1984, source factors and the elaboration likelihood model of persuasion, in advances in consumer research volume 11, eds. Likelihood model of persuasion, in advances in consumer research. Asumsi yang mendasari teori ini adalah bahwa orang dapat memproses pesan persuasive dengan cara yang berbeda. The elaboration likelihood model american accounting association. Noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Apr 20, 2017 noticing this problem, petty and cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communicationinduced attitude change. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. Although petty and cacioppo s model seems to suggest that the routes are mutually exclusive. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number.
The model was introduced by petty and cacioppo over three. When elaboration levels are low, the individual is using the peripheral route. When elaboration levels are high, the individual is using the central route. Abstract the elaboration likelihood model elm, developed by petty and cacioppo, proposed two routes to attitude change. Contact us 225 psychology building 1835 neil avenue columbus, oh 43210. The elaboration likelihood model elm attempts to place these many conflicting. The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. The peripheral route processes the message without.
The elaboration likelihood model elm was designed by psychologists richard e. 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. Introduction elaboration likelihood model is developed by richard e. The elaboration likelihood model elm, developed by richard e. The elaboration likelihood model emerged in part because petty speculated that listening to strong arguments like cacioppo s were more likely to result in durable attitude change. According to the elaboration likelihood model elm petty and cacioppo 1986. In any given situation, the likelihood of elaboration thinking varies. The elaboration likelihood model explained youtube. 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. These limitations are presented and discussed along with. The elaboration likelihood model elm in the 1980s, richard petty and john cacioppo developed a theory of persuasion called the elm or elaboration likelihood model petty and cacioppo, 1986. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm.
Advances in consumer research volume 11, 1984 pages 673675. Developing health promotions to produce sustained behavior change. One such model is the elaboration likelihood model, originally created for the study of persuasion in social psychology, but with proven implications and applicability in marketing, especially in. Elaboration likelihood model elm petty and cacioppo s elaboration likelihood model two routes to persuasion involvement and cognitive responses argument quality argument quantity source factors evaluation of the elm. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. Abstract multiple routes to persuasion have begun to appear in analyses of consumer attitudes and attitude change. Petty and brinol 2011, persuasion can occur via different processes that can be. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. The former is called central route processing and takes a. The elaboration likelihood model of persuasion acr. Elaboration likelihood model is a general theory of attitude change. The central route involves message elaboration, defined as the extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. We remember the message as ideas and we will be persuaded by it. Mar 17, 2019 the elaboration likelihood model elm was designed by psychologists richard e.
A decade later, cacioppo began working with gary berntson to pioneer a new field they called social neuroscience. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. Advances in consumer research volume 11, 1984 pages 668672 source factors and the. Elaboration in the elm thus refers to the extent to which a person scrutinizes the issuerelevant arguments contained in the persuasive communication. We propose that using the elaboration likelihood model elm as a meta. These limitations are presented and discussed along with suggestions for research. The most influential of these models was the elaboration likelihood model of. Finally, in two separate experiments in which the elaboration likelihood was not manipulated but was held constant at a.
Persuasion, attitude change, and the elaboration likelihood model. The central route of information processing involves scrutinizing the content. The central route emphasises a high relevance of the message to the individual. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Elaboration likelihood model is developed by richard e.