Week 2 ELM

Question 1

What does ELM stand for and what is it?

Answer 1

Elaboration Likelihood Model, model of processing (persuasive) messages

Question 2

What is the hypothesis of ELM?

Answer 2

The more elaboration, the stronger the attitude

Question 3

Explain what it means to say ‘elaboration is a continuum’

Answer 3

It can range from low to high. Low referring to a superficial glance at the message (peripheral route), while high refers to deep and active processing of all info, weighing all arguments (central route)

Question 4

What are the two routes of ELM and give examples

Answer 4

One is issue relevant = Central route. Includes arguments, strategies, stats info. Peripheral route includes layout, colour, logos, slogans and cues (celebrities quotes)

Question 5

What are the 3 factors that ELM depends on

Answer 5

1) motivation to process message
2) capacity to process message
3) opportunity to process message

Question 6

Elaborate on the ‘motivation’ factor of ELM

Answer 6

• Situational (do I get a reward?)
• Issue-related (what is the cost of a wrong decision?)
• Personal (is this issue important to me personally? does it affect me?)
• Personality (need for cognition)

Question 7

Elaborate on the ‘capacity’ factor of ELM

Answer 7

• Prior knowledge
• Cognitive capacity

Question 8

Elaborate on the ‘opportunity’ factor of ELM

Answer 8

• Distraction
• Clarity of presentation

Question 9

What makes ELM unique

Answer 9

It is the only model to take a dual process approach to persuasion -> systematic thinking or cognitive shortcuts