Elaboration Likelihood Model

• the degree of persuasion and attitude change depends on the likelihood that people will devote mental effort to elaborate upon the information they receive about an issue or product
• need for cognition - a person's tendency to engage in and enjoy activities that require thinking
• low need - person doesnt enjoy effortful thinking
• high need - person does enjoy effortful thinking
• peripheral route occurs from low motivation/ability to elaborate
• central route occurs from high motivation/ability to elaborate
• peripheral route - low mental effort or indirect persuasion strategies
• peripheral route includes simple slogans, images, repetition
• elaboration is unlikely for peripheral if:

  they are busy

  the issue doesnt have personal relevance

  they dont have the ability to process detailed facts
• central route includes - detailed and reasoned arguments - gives facts - tends to be 2 sided arguments
• elaboration is likely for central if:

  the issue has personal relevance

  has a high need for cognition

  are uncertain about the issue

  arent distracted or busy
• eval + vidrine et al found that that those with high need for cognition were more persuaded by fact based campaign

  those with low need were more easily persuaded by emotion based campaign
• eval + practical applications - can make health messages more persuasive
• eval + supported by research
• eval - only describes - doesnt explain why persuasion happens in this way
• eval - it is complex and includes many different factors - hard to know which factor is the one which is making a difference - cannot predict behaviour change with it
• PETTY 1981 findings -

  for people with high personal involvement - quality of argument has a big impact - expertise made no difference

  for people with low personal involvement - quality of argument has no effect - expertise made a difference