elaboration-likelihood model

Question 1

elaboration-likelihood model

Answer 1

• seeks to explore how humans process stimuli differently and how the outcomes result in changing attitudes and behaviour

Question 2

central route

Answer 2

• the recipient processes the content of the message because they are interested, motivated and cognitively able

Question 3

peripheral route

Answer 3

• the recipient attends to non-content factors (e.g attractiveness of the source) because they are uninterested in the message or do not have the cognitive ability to process it

Question 4

petty and cacioppo (1986)

Answer 4

• suggested that persuasive messages are processed through central and peripheral routes with a change in attitude as they process information

Question 5

strength

Answer 5

• janis an feshback (1953): found that, when fear is strongly aroused but not reassured, the audience tend to ignore the message/importance of the threat
• shows that the right level of fear is important in persuading people to change their behaviour

Question 6

weakness

Answer 6

• ignores other theories of persuasion such as the fear arousal theory which states that people are more persuaded by the level of fear than the message itself