In particular, the E-ELM focuses on the ability of E-E programs to reduce message scrutiny, one source of resistance to … The results supported Jennings hypotheses: articles with partisan cues would prevent partisans from learning more information in the article, compared to articles without partisan cues. 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. The radio dramas were developed, recorded and tested pre-intervention through the use of Participatory Process and informed by the extended elaboration likelihood model (EELM) for education-communication. The results depend also on the level of personal relevance â how much the topic is important to the majority and to the minority. [61] Thus, repeated exposure towards the positive elements of counseling lead towards a greater elaboration and implementation of the central route to combat negative social stigma of counseling. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Because people are "cognitive misers," looking to reduce mental effort, they often use the peripheral route and thus rely on heuristics (mental shortcuts) when processing information. [68] The extent or direction of message processing also needs to be taken into consideration when assessing persuasion, as variables can influence or bias thought by enabling or inhibiting the generation of a particular kind of thought in regard to the argument. For this study, our team will build on the elaboration likelihood model (ELM). Assumption 1: âPeople are motivated to hold correct attitudesâ, Assumption 2: âAlthough people want to hold correct attitudes, the amount and nature of issue relevant elaboration in which they are willing or able to engage to evaluate a message vary with individual and situational factorsâ. The ELM may provide a useful strategy for reaching adolescents at risk for smoking initiation, but particular attention should be focused on lower academic achievers to ensure that messages are appropriate for them. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. When the client hears a metaphor that resonates with them, they are far more likely to trust and build positive rapport with the counselor. For staff who have higher levels of elaboration likelihood, managers should emphasize benefits and values of new systems; For staff who have lower levels of elaboration likelihood, managers should provide expertise and credible sources; 2) Commonly speaking, providing strong arguments is more effective than relying on credibility; 3) Since normative influences lead to more affective responses and informational influences lead to more cognition responses, managers should implement different strategies to provoke staff's reaction, while 4) cognition responses are more important than affective responses when accepting a new system. Conversely, as argument scrutiny is increased, peripheral cues become relatively less important determinants of persuasion. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed February 23, 2021). Metzler A. et al. Griffin, E. (2012). It was found that when consumers have higher levels of agreeableness and conscientiousness, central route website contents would be more favorable for eliciting utilitarian shopping value; whereas when consumers have higher levels of emotional stability, openness, and extraversion, peripheral route website contents would be more critical in facilitating experiential and hedonic shopping value", Chen explained. The elaboration likelihood model explains how people can be persuaded to change their attitudes. In this case, people are less influenced by the quality of the argument in a persuasive message. "[47], Another research directed by Boyce and Kuijer was focusing on media body ideal images triggers food intake among restrained eaters based on ELM. The ELM predicts that there are a variety of psychological processes of change that operate to varying degrees as a function of a person's level of elaboration. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Kendall (2010)[63] suggests using metaphor in counseling as a valid method towards helping clients understand the message/psychological knowledge conveyed by the client. The authors purposefully made one group of subjects highly involved with the product, by telling them the product would be test marketed soon in the local area and by the end of the experiment they would be given a chance to get a disposable razor. Lee's finding also helps to understand celebrity endorsement as not only a peripheral cue but also a motivation for central route. OBJECTIVE: Based on the experiential learning theory and extended elaboration likelihood model, this study aimed to evaluate the impact of a Web-based intervention, A Smoking Prevention Interactive Experience (ASPIRE), on adolescents' intention to smoke, while considering the experience … cosmetics), while the peripheral route may only lead individuals to associate the "goodness" of source variables with the message. Instead of two information processing routes, young people are less influenced by motivation and ability variables, hence only one route. When elaboration is lower, weâre more likely to be persuaded through the peripheral route. [52] By presenting experiment participants with Facebook posts and comments (civil or uncivil), they found that: civil comments will encourage more elaboration and therefore generate more willingness to engage in a discussion than uncivil comments; The more elaboration participants generate, the more they are willing to participant in the discussion..[52], The ELM has been studied with regard to its usefulness in politics and voting specifically. Petty and Cacioppo suggested that different empirical findings and theories on attitude persistence could be viewed as stressing one of two routes to persuasion which they presented in their elaboration likelihood model. In addition, there were differences between the agents regarding their argument quality and peripheral cues. [58] Besides, violent ideological groups used more fear appeals to their audience, and interacted less with their audience. There are multiple origins to modern-day theory and research on narrative influences. The two researchers aimed to investigate the question, "Can individuals be persuaded to change their attitudes and opt-in behavioral intentions toward EHRs, and allow their medical information to be digitized even in the presence of significant privacy concerns?"[38]. It is not worthwhile to exert considerable mental effort to achieve correctness in all situations and people do not always have the requisite knowledge, time, or opportunity to thoughtfully assess the merits of a proposal. This finding came through the[53] study of voters in the 2004 and 2008 elections for President of the United States. [79] The Heuristic Systematic Model (HSM) is another alternative model concerning this issue. The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. Liking, following, etc.). [31] Trampe et al. Dunbar et al. Second, consumers with low skepticism tend to adopt the peripheral route in forming attitude; that is, they are more persuaded by online review quantity. Whereas … For example, imagine youâre reading about a proposed soda tax in your city. [65], In designing a test for the aforementioned model, it is necessary to determine the quality of an argument, i.e., whether it is viewed as strong or weak. Essentially, elaboration is a spectrum from low to high. (As the Figure III (Reduce) suggests. The result of experiment suggests the amount of graffiti written on the threatening placards was significantly positively related to both authority and threat level. Message repetition enables more argument scrutiny. [51] Nekmat et al. In addition to varying involvement, the authors also varied source and message characteristics by showing a group of the subjects ads featuring popular athletes, whereas showing other subjects ads featuring average citizens; showing some subjects ads with strong arguments and others ads with weak arguments. This expanded ELM is known as the Extended Elaboration Likelihood Model. Importantly, it draws our attention to how different media message types may be … They may also use their world knowledge to construct new theories about how their particular personality traits may predispose them to academic success (Kunda, 1987). The radio messages were tested in two focus groups (n = 4 and n = 5) to determine fidelity of the radio … Both models were predominately developed in the early-to-mid 1980’s and share many of the same … Some ideological groups are considered as violent because they acquiesce use of violence to achieve their values. This is particularly advantageous in situations in which one must make a decision within a small time constraint. Though they might not be distracted nor cognitively busy, their insufficiency in knowledge can hinder people's engagement in deep thinking. In addition, there are different variables that a persuader can use to affect an individualâs ability to process a message (commonly used factors are the presence or absence of distractions, background knowledge of the topic, and the comprehensibility of the message or how easy it is to understand) that can enhance or reduce the amount of critical thinking that one would use to create elaborations from the message being presented. ", "An individual's CFIP interacts with argument framing and issue involvement to affect attitudes toward EHR use and CFIP directly influence opt-in behavioral intentions. This experiment shows that when the elaboration likelihood was low, featuring famous athletes in the advertisement would lead to more favorable product attitudes, regardless of the strength of the product attributes presented. Nelson, G. D., & Barbaro, M. B. Because of its metacognitive nature, self-validation only occurs in high-elaboration conditions. [74], Many studies have been expanding and/or refining the model by examining and testing the variables, particularly in advertising research. A conclusion scene reiterating intended messages was expected to facilitate persuasion. (1995) proposed a Combined Influence Hypothesis which argues that the central and peripheral cues worked in combination despite the variables of motivation and ability. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. [49], With the development of the internet and the emerging new media, L. G. Pee (2012) has conduct interesting research on the influence of trust on social media using the ELM theory. 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. [11], Under high elaboration, a given variable (e.g., expertise) can serve as an argument (e.g., "If Einstein agrees with the theory of relativity, then this is a strong reason for me to as well") or a biasing factor (e.g., "If an expert agrees with this position it is probably good, so let me see who else agrees with this conclusion"), at the expense of contradicting information. Resistance to persuasion occurs when someone feels his/her freedom to perform a certain behavior is threatened. If the argument is not seen as strong, then the results of persuasion will be inconsistent. As an example of how the elaboration likelihood model works, think back to the âGot milk?â campaign of the 1990s, in which celebrities were pictured with milk mustaches. Learn how and when to remove this template message, consistency between attitudes and behaviors, the American Society for the Prevention of Cruelty to Animals, "The Elaboration Likelihood Model of Persuasion", "Elaboration likelihood model: A missing intrinsic emotional implication", "Motivation, Ability, and Opportunity to Process Information: Conceptual and Experimental Manipulation Issues", "Source Factors and the Elaboration Likelihood Model of Persuasion", "Elaboration and Validation Processes: Implications for Media Attitude Change", "The Elaboration Likelihood Model: Limitations and Extensions in Marketing", "Effect of Message Interactivity on Product Attitudes and Purchase Intentions", "Message modality and source credibility can interact to affect argument processing", "Evaluation Of Smoking Prevention Television Messages Based On The Elaboration Likelihood Model", "Testimonials Versus Informational Persuasive Messages: The Moderating Effect of Delivery Mode and Personal Involvement", "Connective-Collective Action on Social Media: Moderated Mediation of Cognitive Elaboration and Perceived Source Credibility on Personalness of Source", "The Role of Civility and Metacommunication in Facebook Discussions", https://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?vid=1&sid=1b661986-a2e3-4770-bcd9-427a73be2f73%40sdc-v-sessmgr03, https://www.researchgate.net/profile/Natalie_Wood4/publication/228457399_Political_star_power_and_political_parties_does_celebrity_endorsement_win_first-time_votes/links/00b7d52ea72a574e76000000/Political-star-power-and-political-parties-does-celebrity-endorsement-win-first-time-votes.pdf, "Better Be Convincing or Better Be Stylish? [74] For example, Choi and Salmon criticized Petty and Cacioppo's assumption that correct recall of a product led directly to high involvement. The … And participants generated more unfavorable thoughts towards weak arguments than strong arguments. Mackenzie et al (1986) advocated a Dual Mediation Hypothesis (DMH) that allow receivers to process the ad's content and its execution at the same time with reasonable vigilance. Applying the ELM to narrative persuasion or influence proved difficult in explaining the mixed results. (2020, August 28). "beautiful") or validate a related product (e.g. [10] Noticing this problem, Petty and Cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communication-induced attitude change. This is the stage where message characteristics and source characteristics are both taken into account. ][60] Fortunately, an implementation of the ELM can help increase the positive perceptions of counseling amongst the undergraduate student population. Dunbar et al. #COVID19. studied on how violent and nonviolent ideological groups developed their persuasion strategy online. Most negative intuitions exist within the realm of the peripheral route, and therefore to work against stigmas the general public needs to engage their central route of processing. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Some researchers have been criticized for misinterpreting the ELM. My theoretical work has focused primarily on dynamic processes in which selectivity in communication channels reinforces beliefs, social identity, and related behaviors, and vice versa (the Reinforcing Spirals Model) and work on how narratives influence our view of ourselves and our world, and may influence our behavior … Compared to the central routeâs effect, thoughts generated from the peripheral route will be relatively short-lasting. Itâs just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. In keeping with the extended elaboration likelihood model (E-ELM) and the entertainment overcoming resistance model … When the operation processes at the high end of the continuum determine attitudes, persuasion follows the central route.[2]. (2010). 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 (ELM) of persuasion[1] is a dual process theory describing the change of attitudes. Although drawing on the fundamental conception from ELM, such as motivation, ability and continuum, the unimodel suggests a normative and heuristic rules for human to make judgement based on the evidence. Lastly, a third instance of misinterpretation by Kruglanski and Thompson is the disregard for the quantitative dimension presented by the ELM and more focus on the qualitative dimension. When elaboration is higher, weâre more likely to be persuaded through the central route. [51] Nekmat et al. [62] Therefore, it is extremely important that counseling clients feel that they understand their counselor. Their findings also indicate young people are representative of the less intellectually oriented population at large, who probably only have one route to process information. However, if the message recipient has a strong, negative attitude toward the position proposed by the message, a boomerang effect (an opposite effect) is likely to occur.
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