Elaboration Likelihood Model
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Elaboration Likelihood Model

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Courtney Collins Comm 201 Elaboration Likelihood Model

Courtney Collins Comm 201 Elaboration Likelihood Model

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Elaboration Likelihood Model Elaboration Likelihood Model Presentation Transcript

  • Elaboration likelihood model Courtney Collins
  • Elaboration Likelihood Model?¿? I don’t flippin’ know!!
  • Elaboration Likelihood Model?¿? I don’t flippin’ know!! No need to get all in a tizzy Napoleon….I’ll explain it in a way even you will understand….
  • Persuasion plays a role in our everyday lives.
  • From the time we were toddlers….
  • From the time we were toddlers…. (“Can I have another tot mom? Please, please, pleeease?”)
  • … to our present and future
  • … to our present and future (“Napoleon, give me some of your tots.”)
  • Persuasion is all around us.
  • Depending on the message, persuasion tactics vary.
  • GOSH!! Get to the freakin’ point! ……… Ugh! and bring me some tots while your at it!
  • A model used as a principle in persuasion work is the Elaboration Likelihood Model (ELM)
  • Created by Richard E Petty and John T Cacioppo.
  • ELM explains how a persuasive message changes attitude.
  • There are routes through which persuasive messages are processed
  • Central Route & Peripheral Route
  • 1 st route: Central provides complete information and is straightforward
  • possess a high level of receiver involvement 1 st route: Central Which means…..
  • the receiver must actually care about & be related to the subject. 1 st route: Central
  • Because of its importance to them, the message will be evaluated thoroughly. 1 st route: Central
  • receiver has high motivation to analyze the message 1 st route: Central
  • will not make the effort to consider it. not directly affected by the message Message receiver =
  • GEEEZ I just don’t understand!!
  • Don’t worry Napoleon! Maybe you will get it after I explain the 2 nd route…….
  • focus on practically everything but the message itself. 2 nd route: Peripheral
  • 2 nd route: Peripheral uses means like catchy tunes, colors, and celebrity endorsements.
  • grabs attention by….. 2 nd route: Peripheral
  • making the receiver think about something they are already familiar with And…..
  • has positive thoughts about
  • low level of receiver involvement 2 nd route: Peripheral Receiver has low motivation +
  • HECK YES!! I understand now!!
  • Critics say….
  • ELM is unclear with the conditions on which information processing persons are engaging in. Critics say….
  • Critics ask…. Is the person engaging in central processing, peripheral processing or both?
  • ELM helps distinguish what types of messages work for specific audiences.
  • Used wisely, ELM can be a very helpful tool in persuasion technique.
    • After all, what is a message worth if it is not intended to be persuasive?