Elaboration Likelihood Model


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Courtney Collins Comm 201 Elaboration Likelihood Model

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Elaboration Likelihood Model

  1. 1. Elaboration likelihood model Courtney Collins
  2. 2. Elaboration Likelihood Model?¿? I don’t flippin’ know!!
  3. 3. 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….
  4. 4. Persuasion plays a role in our everyday lives.
  5. 5. From the time we were toddlers….
  6. 6. From the time we were toddlers…. (“Can I have another tot mom? Please, please, pleeease?”)
  7. 7. … to our present and future
  8. 8. … to our present and future (“Napoleon, give me some of your tots.”)
  9. 9. Persuasion is all around us.
  10. 10. Depending on the message, persuasion tactics vary.
  11. 11. GOSH!! Get to the freakin’ point! ……… Ugh! and bring me some tots while your at it!
  12. 12. A model used as a principle in persuasion work is the Elaboration Likelihood Model (ELM)
  13. 13. Created by Richard E Petty and John T Cacioppo.
  14. 14. ELM explains how a persuasive message changes attitude.
  15. 15. There are routes through which persuasive messages are processed
  16. 16. Central Route & Peripheral Route
  17. 17. 1 st route: Central provides complete information and is straightforward
  18. 18. possess a high level of receiver involvement 1 st route: Central Which means…..
  19. 19. the receiver must actually care about & be related to the subject. 1 st route: Central
  20. 20. Because of its importance to them, the message will be evaluated thoroughly. 1 st route: Central
  21. 21. receiver has high motivation to analyze the message 1 st route: Central
  22. 22. will not make the effort to consider it. not directly affected by the message Message receiver =
  23. 23. GEEEZ I just don’t understand!!
  24. 24. Don’t worry Napoleon! Maybe you will get it after I explain the 2 nd route…….
  25. 25. focus on practically everything but the message itself. 2 nd route: Peripheral
  26. 26. 2 nd route: Peripheral uses means like catchy tunes, colors, and celebrity endorsements.
  27. 27. grabs attention by….. 2 nd route: Peripheral
  28. 28. making the receiver think about something they are already familiar with And…..
  29. 29. has positive thoughts about
  30. 30. low level of receiver involvement 2 nd route: Peripheral Receiver has low motivation +
  31. 31. HECK YES!! I understand now!!
  32. 32. Critics say….
  33. 33. ELM is unclear with the conditions on which information processing persons are engaging in. Critics say….
  34. 34. Critics ask…. Is the person engaging in central processing, peripheral processing or both?
  35. 35. ELM helps distinguish what types of messages work for specific audiences.
  36. 36. Used wisely, ELM can be a very helpful tool in persuasion technique.
  37. 37. <ul><li>After all, what is a message worth if it is not intended to be persuasive? </li></ul>