Elaboration Likelihood Model Flashcards
What does this theory suggest?
How people are persuaded and how messages lead to attitude change.
What are the 4 ways of elaboration?
-systematic-issue relevant thinking
-carefully attending to arguments/evidence
-high elaboration-you think carefully
-low elaboration-don’t think carefully
What are the two cognitions of the dual process model?
system 1-Intuitive-Fast, automatic, intuitive, mental, shortcuts
system 2-Analytical- Slow, effortful, rationale, uses logic
what are the two routes persuasion can occur through?
-Peripheral route (system 1)-
Low elaboration
Lower-level processing
Rely on heuristics or cues(mental shortcuts)
Few new thoughts are produced beyond whats provided on the message
-Central route (system 2)
High elaboration
Effortful processing
Careful evaluation of arguments
Generating one’s own thoughts about the incoming info
These thoughts go beyond what is provided in the message
does persuasion occur under high or low elaboration
It can occur under both
Where does someone process info when they have high motivation and ability?
central route
Where does someone process info when they have low motivation and ability?
peripheral route
What factors determine motivation?
Personal relevance
Accountability
Personality (need for cognition)
What factors determine ability?
Distraction
Sufficient knowledge
Time constraint
Message complexity
What type of persuasion does the central vs the peripheral route create?
central-long term and strong attitude change
peripheral- temporary or weak attitude change
What are the seven peripheral cues?
authority
social proof
liking
scarcity
contrast
consistency
reciprocation
What approach to research does this fall under?
empirical/positivistic
what positive critiques does this theory have?
parsimony, utility, heurism, test of time
