The next stage of the elaboration likelihood model is the processing stage. The elaboration theory was introduced by charles reigeluth, an american educational theorist in 1979. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Elaboration likelihood model social psychology iresearchnet. The former is called central route processing and takes a. The loglikelihood function for computational convenience, one often prefers to deal with the log of the likelihood function in maximum likelihood calculations. Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. According to the elaboration likelihood model of attitude change, people are more likely to carefully process persuasive messages when they are motivated and capable of considering all available information. Expected value of score function is 0 at true parameter value. Nonlinear estimation, for example by maximum likelihood. Le cam department of statistics university of california berkeley, california 94720 1 introduction one of the most widely used methods of statistical estimation is that of maximum likelihood. This is okay because the maxima of the likelihood and its log occur at the same value of the parameters. Create marketing content that resonates with prezi video. Nov 11, 2009 elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources. Classic and contemporary approaches,dubuque, brown elaboration likelihood mode of persuasion in a therapy analogue setting. The elaboration likelihood model explained marketfix. Elaboration likelihood model communication studies. Petty and john cacioppo in the 1980s, elm describes the basic processes and variables involved in persuasive communication. Since we have seen in previous section intuitive meaning. According to petty and cacioppo, a key concept to understand is the idea of elaboration.
The elaboration likelihood model of persuasion communication. But the sample has actually occurred and the sample space is infinite, so this sample might have something special perhaps its probability of showing up is bigger than the others. Elaboration likelihood model a theory of persuasion. This theory organizes the many different attitude change processes under a single conceptual umbrella. Elaboration likelihood model oregon state university. Sep 01, 2011 this study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. Impact of celebrity endorsements in diseasespecific directtoconsumer dtc advertisements. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose in. Theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information.
Dec 06, 2014 instructional design models and theories. What is the elaboration likelihood model in psychology. The strength of any attitude changed depends on where it was changed along the elaboration continuum. Our primary goal in this article is to outline a general theory of attitude change, called the elaboration likelihood model elm. Elaboration likelihood model elm short notes the elaboration likelihood model elm insists that consumers make purchase related decisions in two ways. Cacioppo created the elaboration likelihood model in 1981, when they researched the many pathways of attitudinal change and discovered that involvement and persuasion do not always have a direct relationship as previous theories had stated elaboration likelihood model. Elaboration likelihood model two women, julie and sarah, sit down to watch an infomercial advertising a new kitchen appliance. Tschida, testing the mediating role of cognitive responses in the elaboration likelihood model, communication studies, 2001, 52, 4, 324crossref 11 peter f. Elm and types of persuasion the elaboration likelihood model is a theory by petty and cacioppo 1981 to explain about how a persuasive message worked to change the attitude of the receiver, where peoples motivation and ability to process information varies with situational and individual factors. In the elaboration likelihood model the strength of an idea depends on the amount of elaboration given to it.
In the elaboration likelihood model the strength of. Advances in consumer research volume 11, 1984 pages 668672. Elaboration likelihood model theory interaction design. Apr 07, 20 theory of persuasion where an attitude change occurs on a continuum of elaboration and thus may result in little scrutiny of attitude relevant information. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. But the sample x \displaystyle x has actually occurred and the sample space is infinite, so this sample might have something special perhaps its probability of showing up is bigger than the others. Elaboration likelihood model definition psychology. The elaboration likelihood modelis a theory developed by richard petty and john cacioppo in the 1970s and 1980s.
Persuasion is very much associated with our daily life. The elaboration theory supports that the content organization should be presented in increasing order of difficulty. The elaboration likelihood model northwestern scholars. If you continue browsing the site, you agree to the use of cookies on this website. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes. Elaboration likelihood model theory using elm to get. Elaboration likelihood model is a dual processing model of attitudes formation and change, the model being often used as a theoretical framework in the research of attitudes on traditional. Richard petty and john cacioppo posit two basic routes for persuasion. The elaboration likelihood model indicates the factors that determine which of these is more likely. It is a dualprocess theory that was initially developed by richard petty and jon cacioppo in 1986. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. A summary of the principles and applications of the elaboration likelihood model of persuasion. Communication theory elaboration likelihood model 8 terms.
Elaboration likelihood model elm short notes bbamantra. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. This video on elaboration likelihood model was created by one or more students in a social psychology class as part of a class project. The way peta used an elaboration likelihood model to create campaigns about the same topic that would appeal to different audiences showcases how useful the theory can be to advertisers, marketers and public relations professionals.
Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Elaboration theory the elaboration theory was introduced by charles reigeluth, an american educational theorist in 1979. Apr 25, 2016 this video on elaboration likelihood model was created by one or more students in a social psychology class as part of a class project. The elaboration likelihood model as a theory of attitude. Elaboration likelihood model the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication and the strength of the attitudes that result from those processes. In statistics, the likelihood principle is the proposition that, given a statistical model, all the evidence in a sample relevant to model parameters is contained in the likelihood function a likelihood function arises from a probability density function considered as a function of its distributional parameterization argument. One was developed by chaiken 1980 and is called the heuristic and systemic processing theory. Introduction to likelihood theorymaximum likelihood. Starting from the simplest considerations and assuming no more than a basic acquaintance with probability theory, the author sets out to reconstruct a consistent theory of statistical inference in science. The elm emphasizes the cognitive processing with which people react to persuasive communications. Theory persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. Structured evaluations of 12 smoking prevention messages based on three strategies derived from the elm were conducted in classroom settings among a diverse sample of nonsmoking middle school students in. The elaboration likelihood model american accounting association.
Doc elaboration likelihood model astari amarandita. The elaboration theory relies upon the idea that instruction should be offered to learners in increasing order of difficulty. A test of the elaboration likelihood model for therapy. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Elaboration likelihood model okeefe major reference works.
There are two basic methods to persuasion based on the polars of the model. Persuasion, attitude change, and the elaboration likelihood. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. Evaluation of smoking prevention television messages based on. Introduction to likelihood theorythe basic definitions.
You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. Communication theoryelaboration likelihood model 8 terms. Cacioppo 1984, source factors and the elaboration likelihood model of persuasion, in advances in consumer research volume 11, eds. Social judgment theory consider your personal and professional network. Review paper elaboration likelihood model in consumer. Elaboration likelihood model is a general theory of attitude change. The elaboration likelihood model claims that there are two paths to persuasion. We propose that using the elaboration likelihood model elm as a meta. Following along the central route, when a listener is highly motivated and interested, they tend to pay a lot of attention to the quality of the message being delivered. This study tested the validity of petty and cacioppos 1981, attitudes and persuasion. Elaboration likelihood model paper brenna mordans comm. Notice that the likelihood function is a dimensional function of given the data 1 it is important to keep in mind that the likelihood function, being a function of and not the data, is not a proper pdf.
Let us consider a continuous random variable, with a pdf denoted. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of. Review, critique and research agenda article pdf available in european journal of marketing 481112. This study explored the potential of smoking prevention messages based on the elaboration likelihood model elm to address these needs. I will focus this discussion on petty and cacioppos elm because more research.
The infomercial features a celebrity spokesperson, live demonstrations of the product, testimonials from audience members and a limitedtime offer for free accessories for those who order the appliance during the show. Jorgensen, handbook of communication and emotion, 1996, 403 crossref. Elaboration likelihood model theory using elm to get inside. Review of likelihood theory this is a brief summary of some of the key results we need from likelihood theory. It is likely easy for you to come up with at least one example of a person with whom you.
The model suggests that there are two routes to persuasion the cent al route and the peripheral route and that these two categories can account for all of the various theories of attitude change. Elaboration likelihood model theory using elm to get inside the users mind. Evaluation of smoking prevention television messages based. All advertising and promotional campaigns can be classified along the continuum based on the content of. The elaboration likelihood model in the new millennium. Elaboration likelihood model of richard petty and john cacioppo slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The elaboration likelihood model illustrates that ideas can be formed and changed along a continuum from low elaboration low thought to high elaboration high thought. In the elm, information is the primary driver of attitude change. It is a theory that specifies when people are more likely to be influenced by the content of. When elaboration is higher, people use central route processing requiring conscious cognition. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. The central path is most appropriately used when the receiver is motivated to think about the message and has the ability to think about the message.
Elm leading persuasion theory for the last 20 years since the time it was introduced the theory has become more complex, less predictive, and less able to offer definitive advice to the influence practitioner uses ambiguous descriptions to prevent an adequate test of the entire model. Using the likelihood approach, he explores estimation, tests of significance, randomization, experimental design, and other statistical topics. So, if someone watches a political debate with great interest and attention they are more likely to evaluate. The elaboration likelihood model elm of persuasion is a theory about how attitudes are formed and changed. Specifically, it is a dualprocess theory that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. They are called central route and peripheral route.
Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. Elaboration likelihood model merupakan teori yang membahas bagaimana seseorang memproses dan menyampaikan argumen yang persuasive melalui 2 cara, yaitu central route dan peripheral route. In addition, all the inferential content in the data about the value of. Introduction elaboration likelihood model is developed by richard e.
This is the stage where message characteristics and source characteristics are both taken into account. Elaboration likelihood model paper brenna mordans comm 473. The elaboration likelihood model elm insists that consumers make purchase related decisions in two ways by thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources. For example, consider a model which gives the probability density. In an advertising context, the model holds that the process responsible for ad effectiveness is. Elaboration theory is an instructional design theory that argues that content to be learned should be organized from simple to complex order, while providing a meaningful context in which subsequent ideas can be integrated.
The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes form. The likelihood principle says that, as the data are the same in both cases, the inferences drawn about the value of. Elm is a theoretical model of attitudes formation and change, a process that takes place on a scale of elaboration, from a small elaboration involving both involvement and reduced attention to a. The term elaboration refers to the cognitive act of analyzing a persuasive argument. By thinking emotionally, without indepth assessments about the products. The elaboration likelihood model elm was designed to explain such differences in persuasion and how those differences affect attitudes and value judgments. Elaboration likelihood model elm, developed in 1981 by petty and cacioppo, explained alternative ways in which source, message and contextual variables.
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