Elaboration Likelihood Model Flashcards
(9 cards)
Elaboration Likelihood Model
Why was the ELM created?
it was developed to explain past inconsistencies in attitides research
Elaboration Likelihood Model
What is ELM theory?
persuasion depends on hiw people think about incoming information
Elaboration Likelihood Model
elaboration can range from low to high. what is the term used to define this?
dual routes of persuasion
Elaboration Likelihood Model
describe the central route/high elaboration
- high issue relevant thinking
- careful evaluation of arguments
- these thoughts go beyond what is provided by the message source
Elaboration Likelihood Model
describe the peripheral route/low elaboration
- low levels of systematic thinking
- lower level processing
- reliance on heuristics or “rule of thumb”
- little new thoughts are produced beyond whats given by sender
Elaboration Likelihood Model
How does high and low elaboration differ in motivation
motivation - how someone cares or wants to think deeply about a message
- personal relevance
- accountability
- anticipated interaction
- personality type
Elaboration Likelihood Model
How does low and high elaboration differ in their abilities?
- distraction
- sufficient knowledge
- time constraint
- message complexity
Elaboration Likelihood Model
What are limitations of ELM?
- parsimony: is the theory simple as it can be and still be effetive
- testibility: can the theory be shown to be false
Elaboration Likelihood Model
What are consequences of persuasion
- central route more liekly leads to long term/strong attitude change (if messages are well-rounded)
- periphrial route more likely leads to temporary, vulnerable change (a.k.a relying on heuristics)
