What was the Petty and Cacioppo study?

What was the Petty and Cacioppo study?

The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.

What are the two routes of persuasion?

There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.

Who created the elaboration likelihood model?

Richard E. Petty
The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter.

What is elaboration likelihood model What are the differences between the central route vs peripheral route?

The Take Away Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The former is called central route processing and takes a greater effort of cognition. Low elaboration, or peripheral route processing, means the opposite.

What ABC stands for in the ABC model of attitudes?

Every attitude has three components that are represented in what is called the ABC model of attitudes: A for affective, B for behavioral, and C for cognitive.

What is argument quality?

the extent to which an argument elicits primarily positive evaluative responses toward the attitude object rather than primarily negative ones. The greater the number of positive responses relative to negative responses, the higher the quality of the argument.

What are the 5 elements of persuasion?

The five basic elements of persuasion–source, message, medium, public and effect.

Why is elaboration likelihood important?

The elaboration likelihood model explains how people can be persuaded to change their attitudes. When people are invested in a topic and have the time and energy to think over an issue, they’re more likely to be persuaded through the central route.

Why is elaboration likelihood model important?

The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.

Is central or peripheral route better?

Which type of persuasion is more durable? The central route tends to be more durable and more likely to influence behavior. Compared with central route persuasion, peripheral route persuasion tends to occur more rapidly.

Why is the elaboration likelihood model important?