UNIT 7UNIT 7Elaboration Elaboration Likelihood Likelihood

Model (ELM)Model (ELM)

ELABORATIOELABORATIONN1) Engaging in issue relevant thinking.

2) Taking time to think about an issue.

RoutesRoutestoto

PersuasionPersuasion

Central RouteCentral Route1. Elaboration is High

2. When we think about or evaluate a persuasive message

3. We look at the quality of the arguments being made

Peripheral Peripheral RouteRoute

1. Elaboration is Low (no effort)

2. Other factors are examined besides the arguments

3. Homer Simpson Route to Persuasion

SituationalSituational&&

PersonalityPersonalityVariablesVariables

1. Motivation to elaborate 1. Motivation to elaborate messagesmessages

a. Receiver’s involvement with the issue

-- More relevant issues are processed centrally, less relevant issues are processed peripherally

1. Motivation to elaborate 1. Motivation to elaborate messagesmessages

b. Receiver’s Need for Cognition

-- Personality trait which refers to a tendency to engage in and enjoy thinking.

-- High need for Cognition (central); Low need for Cognition (peripheral)

2. Elaborating on Messages2. Elaborating on Messages

a. Distraction

-- Distractions can get in the way of our ability to elaborate on certain messages, which decrease our persuadability-- Commercials with distracting MUSIC or Graphics

b. Comprehension

-- A receiver must be able to comprehend the message

-- Hence the importance of being a clear communicator – and if necessary an ambiguous one

c. Prior Knowledge

-- The more knowledge you have on a subject the more you can engage in relevant issue related thinking

-- The more knowledge you have the more likely you’ll process it centrally

CentralCentralRouteRoute

PersuasionPersuasion(high (high

elaboration)elaboration)

Argument Argument StrengthStrength

This is what the receiver will weigh when deciding to agree or disagree with the advocated issue.

Biased Message Biased Message ProcessingProcessing

When we Fail to Objectively evaluate a persuasive message

1. Prior Knowledge

2. Forewarning

3. Audience Heckling

PeripheralPeripheralRouteRoute

PersuasionPersuasion(low (low

elaboration)elaboration)

Heuristic principles/peripheral Heuristic principles/peripheral cuescues

1. Credibility

2. Liking

3. Consensus

4. Others- # of arguments- length of message

CentralCentralvs.vs.

PeripheralPeripheralPersuasionPersuasion

A. Persistence of A. Persistence of PersuasionPersuasion

Attitudes shaped through central processing will persist

longer than those shaped peripherally

B. Attitude-Behavior B. Attitude-Behavior ConsistencyConsistency

Attitudes shaped through central processing will more likely influence our behavior

than those shaped peripherally

Cacioppo, Petty, Kao, and Rodriguez (1984) study on elections

C. Resistance to C. Resistance to CounterpersuasionCounterpersuasion

Central = more resistant

Peripheral = less resistant