Elaboration Likelihood Model

O used for big decisions o a neutral or negative mood

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o Used for big decisions o A neutral or negative mood uses this process so you think hard Peripheral route (being lazy) o Affected by how attractive the source is Scarcity, liking, etc. o Not looking at the logic of the message o Accepted at face value o Used when we are in a relaxed, good mood Determining Elaboration: 2 1/2 important variables Motivation * o Thinking and trying hard o Very similar to ego involvement o Must be motivated to process a message to the central route If you have no motivation you will use the peripheral route Ability * o If you have motivation, they you move to ability Must be able to process the message o If you don't have ability you use the peripheral route Ex: you are in a loud place like a concert, you will use peripheral Need for cognition (1/2)
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o Certain people have a need to process messages more than others Some people like to think for thinking sake Doing cross words, sudoku, etc. o These people tend to take the central route simply because that is what they like to do. Persuasion in the ELM Argument strength/violence o You need a strong argument and for it to be logical if it goes through the central route successfully Peripheral cues o Cues that are less logical and made from assumptions Ex: person on infomercial that is in a lab coat but not a doctor
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