ELM NOTES

ELM NOTES - Elaboration Likelihood Model by Richard Petty &...

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Elaboration The extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication Central Processing Characteristics of the persuasive messages (particularly argument quality) determine the extent and direction of attitude change Message elaboration; the path of cognitive processing that involves scrutiny of message content Elaboration requires high levels of cognitive effort Peripheral Processing Persuasive cues that are peripheral to the message itself determine the extent and direction of attitude change Mental shortcut path to accepting/rejecting a message “ w/o any active thinking abt the attributes of the issue or the object of consideration” Rely on a variety of cues that allow them to make quick decisions Examples of Peripheral Cues 1. Reciprocation – “You owe me” 2. Consistency – “We’ve always done it that way” 3. Social Proof – “Everybody’s doing it”
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This note was uploaded on 11/09/2010 for the course CMN 101 taught by Professor Feng during the Fall '08 term at UC Davis.

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ELM NOTES - Elaboration Likelihood Model by Richard Petty &...

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