COMM 102 2-15 2 - TheElaborationLikelihoodModel...

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The Elaboration Likelihood Model  (Cacioppo and Petty) ELM posits that Persuasion can occur when thinking (i.e.,  elaboration) is high or low (intensive or not) The process that occur during the yielding stage  can be thought of as emphasizing one of two  relatively distinct routes of persuasion Central route Peripheral route
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Central Route  Effortful cognitive activity Careful scrutiny of the information relevant  to determining central merits of the position  advocated. Generation of favorable or unfavorable  thoughts Integration the new thoughts into one’s  overall cognitive structure  More likely when thoughts are rehearsed and  held with confidence                          
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Peripheral Route Lazy organisms / cognitive misers  Reliance on simpler means of  evaluation  Cues, not requiring effortful mental  processing Attractiveness of the speaker Endorsements Features of communication (music, scenery,  etc.)
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Variables of the ELM   Recipient factors Receiver-related variables that affect the amount  of thinking (or elaboration likelihood) Whether central or peripheral route  Source factors Oftentimes function as peripheral cues Under some conditions some source factors can  influence elaboration likelihood.  Message factors Oftentimes function as peripheral cues Under some conditions some message factors can  influence elaboration likelihood
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Recipient Factors     Motivation                    Ability Situation     Disposition    Situation    Disposition Personal             Need for           External           General relevance           cognition          distraction         intelligence
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This note was uploaded on 02/18/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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COMM 102 2-15 2 - TheElaborationLikelihoodModel...

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