Elaboration Likelihood Model of Persuasion

Question 1

Who are P and C that introduced the elaboration likelihood model of persuasion?

Answer 1

Petty and Cacioppo

Question 2

According to the elaboration likelihood model of persuasion, what are the 2 routes to persuasive communication?

Answer 2

1. Central route

2. Peripheral route

Question 3

What are the main differences between the central and peripheral route?

Answer 3

Persuasion through the central route is when the audience is persuaded by the content of the message, and persuasion through the peripheral route is when the audience is persuaded by the context of the message.

Question 4

What are 4 details of the central route?

Answer 4

1. If the message is personal/important to you.
2. If the audience is likely to pay attention to the strength of the argument.
3. If the audience have a high need for cognition.
4. Attitudes changed this way are likely to be permanent and resistant to future changes.

Question 5

What are 3 details of the peripheral roue?

Answer 5

1. Messages that are less important/relatable to the audience.
2. Persuaded secondary factors e.g. celebrity, character, music, etc. rather than the actual message.
3. Attitude changes are often temporary.

Question 6

What is the difference in the lasting effect of the attitude change between each route?

Answer 6

Central longer lasting - may be due to the fact that is requires more effort and it’s personal.

Question 7

What are 2 strengths of the elaboration likelihood model of persuasion?

Answer 7

1. More realistic than Hovland-Yale as there are 2 approaches.
2. Considers individual differences e.g. need for cognition and personal relevancy.

Question 8

What are 2 criticisms of the elaboration likelihood model of persuasion?

Answer 8

1. Oversimplified - assumes that both routes don’t occur at the same time - they could operate on a continuum.
2. Doesn’t identify when message stops processing, only focuses on the type of processing.