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Elaboration Likelihood Model

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Elaboration Likelihood Model
June 26, 2012
Why do these people have these jobs?
Why is this text so disturbing?
The Elaboration Likelihood Model (ELM)
The Elaboration Likelihood Model was developed by Richard Petty and John Cacioppo
The ELM proposes two routes to persusaion.
The central route involves careful scrutiny of message logic and arguments
The peripheral route involves consideration of cues in the message environment such as source credibility and message design

The ELM: Which Route do you Take?
The ELM proposes that people will take the central or peripheral route based on several factors

Motivation. If people see the message as relevant, they will be motivated to process centrally

Ability. People must have the ability and be in a situation where central processing is possible
The ELM: Outcomes of the Two Routes
Messages processed through the central route will lead to attitude change that is relatively enduring, resistant, and predictive of behavior.
Messages processed through the peripheral route will lead to attitude change that more temporary, more easily changed, and less likely to predict actual behavior
Consider this handout as you work in groups

Exploring the Peripheral
The peripheral route processes the message without any active thinking about the attributes of the issue or the object of consideration.
Recipients rely on cues to make quick decisions, including Reciprocation – in a social universe, turn taking and sharing are important Consistency – Inconsistent behaviors disorient people Social proof – everybody is looking to others for support Liking – favorable personal dispositions invite persuasion Authority – power plays a role in social influence Scarcity – rare commodities are considered valuable

Central route elaboration: is it worth the effort?
People are motivated to hold correct attitudes.

Yet the number of ideas a person can scrutinize is limited, so we tend to focus on issues that are personally relevant.
Personally relevant issues are more likely to be processed on the central route; issues with little relevance take the peripheral route (credibility cues take on greater importance).
Certain individuals have a need for cognitive clarity, regardless of the issue; these people will work through many of the ideas and arguments they hear.
Public opinion
Group consensus – people ‘agree’ or seek harmony
Needs / concerns – topics that arrest our attention
Mentally active participants – people think about things
Sources of public opinion
Ideology – unconscious ideas about what is ‘normal’
Individual differences – things that interest each person
Social categories – where you are and come from
Ability for elaboration: can they do it?
Distraction disrupts elaboration.
Repetition may increase the possibility of elaboration.
Type of elaboration: objective vs. biased thinking.
Biased elaboration (top-down thinking) occurs when predetermined conclusions color the supporting data underneath.
Objective evaluation (bottom-up thinking) considers the facts on their own merit.

Processing persuasive messages
Central Route

Long term
Predictive of behavior

Consider new information
Compare with prior knowledge
Either integrate or reject new information
Peripheral Route

Short term
Not predictive of behavior
Less active mental processing
Effects based on cues such as source credibility
4 Definitional categories of Opinion
Aggregation – added up as a whole, this is the collective opinion
Majoritarian – the majority determines the group opinion

Discursive/Consensual – only after discussion and debate can a group have an opinion
Reification – only after having heard an idea repeated so many times does have a group have an opinion
Opinion techniques over time
Oratory/rhetoric – Persuasive speech designed to move audiences
Salons and Coffeehouses – The ‘trendy’ places where influence makers associate and share ideas; will influence other people; 2-step flow approach
General Elections – Arithmetic expression of the public will with the effect of determining future policy
Sample Survey – Scientific approach to explore the complexities of people’s thought
Processing persuasive messages
Central Route

Long term
Predictive of behavior

Consider new information
Compare with prior knowledge
Either integrate or reject new information
Peripheral Route

Short term
Not predictive of behavior
Less active mental processing
Effects based on cues such as source credibility
Variables relevant to ELM
Recipient variables
Message variables

ELM and media effects models
Cognitive-Transactional Model
Processing of information
Conditional Model
Interpretation of information
Role of mass media in public opinion

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