Elaboration Likelihood Model Petty Cacioppo 1986 11302020 Cocreating

Elaboration Likelihood Model Petty & Cacioppo 1986 11/30/2020 "Co-creating value-added thoughts every class period. " 1

1. Assumptions Process trumps variables (SMCR) People are overloaded with persuasive messages It is impossible to evaluate every message People process messages in two fundamental ways – Central - elaborated – Peripheral – not elaborated 11/30/2020 "Co-creating value-added thoughts every class period. " 2

2. The Model 11/30/2020 "Co-creating value-added thoughts every class period. " 3

3. Central Processing Thoughtful analysis – Uses other messages/issues to evaluate persuasive message – Creates a kind of internal debate Tends to be more rational (logos) based Creates more resistant attitudes (inoculation theory) 11/30/2020 "Co-creating value-added thoughts every class period. " 4

4. Peripheral Processing Driven more by “who” (ethos) rather than “what” Based on heuristics or ROTs – “More is better” – “Attracted to the messenger” – “Passion equals correctness” Explains “learning theory” & “attribution theory” Tends to produce less permanent impact – Short-term 11/30/2020 value-added thoughts every – Lower-level"Co-creating of commitment class period. " 5

5. Determinants of Path Motivational & Ability Factors – – High involvement & relevance Potential consequences Anticipated interaction Message complexity Situational & Personal Factors – Enjoy thinking – Level of knowledge – Time availability 11/30/2020 "Co-creating value-added thoughts every class period. " 6

6. So what? Determine which route the audiences are taking to process messages – Major decisions – Central route – Minor decisions – Peripheral route Select a strategy based on that route (matrix) Develop tactics based on strategy – Central route – more logical arguments, evidence, counterargument etc. – Peripheral route – use learning theory, attribution theory tactics 11/30/2020 "Co-creating value-added thoughts every 7 class period. "