Elaboration-likelihood model

Question 1

Who proposed the theory of elaboration likelihood model?

Answer 1

Petty and John

Question 2

What does the model suggest?

Answer 2

It suggests that there two ways a message can persuade someone to change their attitude or behavior. And these being central route or peripheral route

Question 3

What does the central route of persuasion mean?

Answer 3

This is when the individual has both motivation and ability to think about the messages. It involves the listeners caring about the messages and understanding them.

Question 4

What does the peripheral route of persuasion mean?

Answer 4

This is when individuals cannot fully concentrate on messages due to conflicting demands. It is often when the listeners are distracted and the messages are uninteresting.

Question 5

Give one strength of the study?

Answer 5

It can be used to suggest practical ways of making health messages appeal to hard-to-reach groups such as adolescents.

Question 6

Give one weakness of the study?

Answer 6

It does not fully explain how persuasive messages affect attitudes and behavior which makes it hard to use it to predict actual behavior change.