What is ELM model of persuasion?
The ELM posits that when a persuader presents information to an audience, a level of “elaboration” results. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it.
What is central route in psychology?
the process by which attitudes are formed or changed as a result of carefully scrutinizing and thinking about the central merits of attitude-relevant information.
What is the central route of persuasion example?
Examples of Central Route Persuasion While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown of a new model of car.
Who is most likely to use the central route to persuasion?
Who is most likely to use the central route to persuasion? A theory of persuasion that proposes that persuasive messages can influence attitudes by two different routes central or peripheral. When motivation and ability to process the message are high the person will usually take the central route.
What is central route and peripheral route?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is meant by central versus peripheral route?
Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message’s content.
What is the central route in the elaboration likelihood model?
The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message. The results of attitude change will be relatively enduring, resistant, and predictive of behavior.
Which route of persuasion is more effective?
The central route to persuasion
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.
Which attitude model acknowledges the possibility that the central route to persuasion could be influenced by a peripheral cue?
Peripheral Route.
What is a peripheral route?
The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1984). Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement.
What is central route in advertising?
The central Route advertisement works upon a certain type of design. The focus of the message here is to communicate the product’s features and benefits. The underlying assumption is that the receiver of the message will carefully evaluate the message and decide. The success of advertising depends on many factors.
What is ELM in communication?
Elaboration Likelihood Model: this article provides a practical explanation of the Elaboration Likelihood Model in Psychology (ELM) by Richard Petty and John Cacioppo. After reading, you’ll understand the basics of this powerful communication and psychology tool.
Who Discovered central route of persuasion?
The central route to persuasion was first described by researchers Richard Petty and John Cacioppo in the 1980s as part of the Elaboration Likelihood Model (ELM) of decision making and attitude change. In the ELM, two routes to persuasion are identified: the central route and the peripheral route.
What is central and peripheral route?
Who created the ELM model?
The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter.
What is central route persuasion in advertising?
What is peripheral route processing?
Peripheral Route Processing (also known as Peripheral Route To Persuasion) occurs when someone evaluates a message, such as an advertisement, on the basis of physical attractiveness, background music, or other surface-level characteristics rather than the actual content of the message.
What does ELM stand for in communication?
Routes to Persuasion in Processing of persuasive information That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. The Elaboration Likelihood Model (ELM) determines that there are two routes the message can take: central and peripheral routes.
What is the peripheral route?
What does the Elm say about route processing?
Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing.
Is Elm a dual-process model?
This area of critique basically lands on the nature of ELM being a dual-process model, which indicates that the receivers will rely on one of the routes (central or peripheral) to process messages and possibly change attitude and behaviour.
What is the purpose of the central route model?
The model gives you a framework by which you can assess how best to persuade someone. It is possible to use both the central route and peripheral route persuasion at the same time.
Why is the elm considered a descriptive model?
Considering that the ELM was built upon previous empirical research and a diverse literature base to unify disparate ideas, the model is inherently descriptive because of the intuitive and conceptual assumptions underlying.