Elaboration Likelihood model

Cards (11)

  • Definition:
    The degree of persuasion and attitude change depends on the likelihood that people will devote mental effort to elaborate (evaluate) upon the information they receive about an issue or product
  • What are the two routes of persuasion?

    .PERIPHERAL ROUTE: lack of time/focus- ATTENTION GRABBING, SIMPLE MESSAGES
    .CENTRAL ROUTE: Motivated to listen, personal relevance- FACTUAL MESSAGE:
  • Peripheral factors:
    #
    ·         used to grab attention of people who are unlikely to give an issue much thought
    ·         Celebrity endorsements/attractive presenter
    ·         Audience are uninterested In the actual message or do not have the cognitive ability, motivation, or time to process it.
    ·         This is Low Elaboration because the evaluation of the content is minimal
    -          They are busy
    -          They don’t have the ability to process the detailed facts
    -          The issue doesn’t have personal relevance
    -          They are persuaded by factors other than the message/content
  • Peripheral factors 2
    ·         The peripheral route is an indirect form of persuasion, it’s not focused on the content/factual information
    ·         You might still be persuaded by peripheral factors, if I am too busy, uninterested/unmotivated or have low personal relevance.
  • Central route:
    ·         High quality, detailed, reasoned arguments are given to someone who is motived, listening carefully and wants to make a decision
    ·         High elaboration- I evaluate the content and make a decision
    ·         High Elaboration is likely because:
    -          The issue has personal relevance
    -          They are uncertain about issue and want to know more
    -          They aren’t distracted or busy
    ·         Long lasting behavioural change occurs: Direct form of persuasion, because it is focused on facts/information/arguments
  • Personal Relevance:
    ·         High quality, detailed, reasoned arguments are given to someone who is motived, listening carefully and wants to make a decision
    ·         High elaboration- I evaluate the content and make a decision
    ·         High Elaboration is likely because:
    -          The issue has personal relevance
    -          They are uncertain about issue and want to know more
    -          They aren’t distracted or busy
    ·         Long lasting behavioural change occurs: Direct form of persuasion, because it is focused on facts/information/arguments
  • Time and attention
    ·         The peripheral route is more persuasive if you don’t have much time
    ·         Your level of elaboration is low (not thinking carefully about it)
    ·         You may still be persuaded by it if it catches your eye.
  • Celebrity endorsement
    ·         Celebrities can help persuade through both routes
    ·         If a celebrity draws attention to a factual message, encouraging the audience to think, it can be central
    ·         Or, if the celebrity is used for glamour and attraction no to persuade you to think about a message. It is likely to be peripheral.
  • NFC
    ·         Using the peripheral or central route also depends on your personality. Some people are more likely than others to be motivated to listen to a reasoned argument
    ·         People with high NFL, enjoy being analytical and have the ability to pay attention to and comprehend a reasoned argument
    ·         They are much more likely to be persuaded by the peripheral route.
  • Evaluation: Strengths
    ·         + Practical applications- can make health messages more persuasive so that ‘harder to reach’  groups can be persuaded on important issues
    ·         + central route supported by research by Petty
  • Evaluation: Weakness
    ·         -It only describes- it doesn’t explain why persuasion happens in this way
    ·         -It’s complex and includes many different factors- which one is making the difference? You can’t predict behavioural change with it.