Elaboration Likelihood Model
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In accordance with the concepts presented in the Elaboration Likelihood Model (ELM), individuals with a high-ego level of involvement are more likely to respond to the Central Route Processing method of persuasion. Central Processing focuses on facts and the content of the message in order to convince the audience. As opposed to relying on factors such as the personality of the speaker, or how the message was delivered.
Central Processing works best when the facts presented are strong, the issue has meaning to the listener, and the audience is motivated to listen. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener. Petty and Cacioppo explain that “Attitude changes
In accordance with the concepts presented in the Elaboration Likelihood Model (ELM), individuals with a high-ego level of involvement are more likely to respond to the Central Route Processing method of persuasion. Central Processing focuses on facts and the content of the message in order to convince the audience. As opposed to relying on factors such as the personality of the speaker, or how the message was delivered.
Central Processing works best when the facts presented are strong, the issue has meaning to the listener, and the audience is motivated to listen. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener. Petty and Cacioppo explain that “Attitude changes