Elaboration Likelihood Model of Persuasion (10 marks) One model of persuasion is the elaboration likelihood model which suggests two routes to persuasive communication depending on whether the audience is likely to focus on the message itself of on other factors surrounding the message. The central path is most appropriately used when the receiver is motivated to think about the message and has the ability to think about the message. Elaboration likelihood model. In-house marketing research departments, external marketing … The elaboration likelihood theory is a process which describes how a change in attitude begins to form. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. , – The authors develop a conceptual … Elaboration continuum.
– The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Given modern communication contexts, it is appropriate to question the model’s validity and relevance. The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path. Who conducts consumer research. They both postulate that persuasion operates via two different modes of information processing. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. One is more effortful and more deliberate, whereas the other is less resource demanding and less analytical. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used, and how that create a change in attitude. We desire consistency between our thoughts/attitudes and behavior. a model of how attitudes are formed and changed. ranges from low elaboration to high elaboration (low thought-high thought) Cognitive Dissonance. The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. Elaboration Likelihood Model.