au/39406 Kerr‚ Gayle F.‚ Beede‚ Park‚ Proud‚ William‚ & Schultz‚ Don (2010) The elaboration likelihood model in the new millennium : an exploration study. In: 2010 American Academy of Advertising European conference‚ 4 - 6 June‚ 2010‚ Milan‚ Italy. © Copyright 2010 (please consult the authors). The Elaboration Likelihood Model in the New Millennium: An exploratory study Abstract Elaboration Likelihood Model (ELM)‚ developed in 1981 by Petty and Cacioppo‚ explained alternative ways in which
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Comm Theory Review Questions Elaboration Likelihood Model Owner: Richard Petty & John Cacioppo 1. Identify and explain the two mental routes to attitude change. Are these routes mutually exclusive? What separates the twin poles on the cognitive continuum? Central Route: Message elaboration; the path of cognitive processing that involves scrutiny of message content. Peripheral Route: No message elaboration; a mental shortcut process that accepts or rejects a message based on irrelevant
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The Elaboration Likelihood Model has been hailed by some as “unquestionably the most influential recent theoretical development in persuasion research” (O’Keefe‚ 2002). Even if this is the case‚ it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration likelihood model is the vacuous nature of the “argument strength” component. Although this criticism is useful for pointing out an area of the model that can be fine-tuned‚ any perceived shortcomings due to
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The journal article “Examining Sex Differences in Altering Attitudes about Rape: A Test of the Elaboration Likelihood Model” details a study that uses the Elaboration Likelihood Model to examine how attitudes toward rape change and which route‚ central or peripheral‚ was more compelling. The researchers clearly state their six hypotheses that focused on the differences in beliefs between men and women during a pretest‚ posttest‚ and follow-up assessment regarding rape and sexual assault. This study
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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
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Running Head: The Elaboration Likelihood The Elaboration Likelihood Model Applied to Internet Advertising In just a few years‚ the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet‚ as no other medium‚ has given an international or a "globalized" dimension to the world. It has become the universal source of information for over 1‚463‚632‚361 people. Cisco conducted a study‚ which predicted that traffic on the world’s networks
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Definitions of attitude An attitude can be defined as a positive or negative evaluation of people‚ objects‚ event‚ activities‚ ideas‚ or just about anything in your environment‚ but there is debate about precise definitions. Eagly and Chaiken‚ for example‚ define an attitude "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor."[2] Though it is sometimes common to define an attitude as affect toward an object‚ affect (i.e.‚ discrete
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22/08/2012 Lecture overview MGTS2606 Managerial Skills & Communication Dr Susan Arend Week 6 Power‚ Influence and Persuasion • Definitions: power‚ influence and persuasion • Sources of personal and positional power • French and Raven’s bases of power. • Influence strategies • Theories of persuasion Learning Objectives By the end of this lecture you should: • Be able to define power‚ influence and persuasion • Understand sources of power • Understand influence strategies • Understand how
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“Discuss the relationship between persuasion and attitude change” (25 marks) Carl Hovland et al. created the Hovland-Yale model which studied the relationship between persuasion and attitude change‚ the research focused on the communicator‚ the content of the message and the receiver of the message as they were considered the key features in effective persuasion. Source factors are influential in terms of persuasion‚ and it was found that credible experts are a powerful source when it comes
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the nature of situational influence on consumer buying behaviour. (100 marks) Explain any two of the following concepts and discuss their relevance from a Consumer Behaviour perspective: • • • • Elaboration Likelihood Model Fishbein Model Self Concept The Five Step Consumer Behaviour Decision-Making Model (100 marks) 3. 4. What is meant by Cognitive Learning? (20 marks) Describe two main Cognitive Learning Theories‚ giving examples of how these theories can be applied in marketing.
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