Elaboration Likelihood Model Petty Cacioppo 1986 12302021 Cocreating
Elaboration Likelihood Model Petty & Cacioppo 1986 12/30/2021 "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 12/30/2021 "Co-creating value-added thoughts every class period. " 2
2. The Model 12/30/2021 "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) 12/30/2021 "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 12/30/2021 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 12/30/2021 "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 12/30/2021 "Co-creating value-added thoughts every 7 class period. "
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