C1: Elaboration-likelihood model Flashcards
What does the Elaboration Likelihood Model (ELM) propose?
The ELM suggests there are two ways a message can persuade someone to change their attitude or behavior: the central route and the peripheral route.
What is the central route in the Elaboration Likelihood Model?
The central route involves being persuaded by the message itself after processing its content in detail, usually when the issue is personally relevant and motivating.
What is ‘high elaboration’ in the central route of persuasion?
High elaboration refers to thoroughly evaluating (the content of a message.
. What is the peripheral route in the Elaboration Likelihood Model?
The peripheral route involves being persuaded by factors other than the message’s content, such as the attractiveness of the source or the presence of a celebrity.
.
. What is ‘low elaboration’ in the peripheral route of persuasion?
Low elaboration occurs when minimal attention is given to the content of the message, often due to lack of time, interest, or ability.
What factors determine whether the central or peripheral route is used in persuasion?
.
Factors include the relevance of the message, need for cognition, and the characteristics of the source (e.g., celebrity association).
How does a celebrity influence the route of persuasion in the ELM?
. If a celebrity highlights the message content, the central route is used. If the celebrity is merely associated with the message, the peripheral route is used..
How do individual differences affect the route of persuasion in the ELM?
People with a high need for cognition (NFC) are more likely to use the central route because they enjoy analysing arguments, while those with low NFC may rely on the peripheral route.
. What is need for cognition (NFC) in the context of the ELM?
NFC refers to an individual’s motivation to think about and analyse arguments. People high in NFC prefer detailed, logical arguments.
