ELM and COG theories

ELM and COG theories - Attitude 15:56 (ELM o :useslogical, .

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Attitude 15:56 Elaboration Likelihood Model (ELM) Persuasion may occur through one of two routes: o Central-route processing: uses logical, information-based messages Requires audience motivation  and ability Results in long-term attitude change .This means the message has to involve information that will create  processing through the audience Ex. Quaker The Cholesterol Hunter There is  a lot of text information that you have to read and  understand There is a table that gives you logical information  People who have a concern for cholesterol with read this not your  average person o Peripheral-route processing: uses sensory or symbolic cues (music,  celebrity, images)  Results in short-term attitude change Ex. Matthew McConaughey Stetson ad It is all image There is a recognizable celebrity  o Some ads use both Mercedes Benz ad
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