Elaboration Likelihood Model Flashcards
(13 cards)
Elaboration Likelihood Model
The Elaboration Likelihood Model (ELM) was developed by:
A) Albert Bandura and Walter Mischel
B) Richard Petty and John Cacioppo
C) Leon Festinger and Elliot Aronson
D) Daniel Kahneman and Amos Tversky
Richard Petty and John Cacioppo
“Elaboration” in the ELM refers to:
A) How many arguments are presented
B) The depth and thoughtfulness of message processing
C) The emotional appeal of a message
D) How long a message is retained in memory
The depth and thoughtfulness of message processing
Which of the following is a factor that increases the likelihood of central route processing?
A) Distraction
B) Low involvement
C) Personal relevance
D) Message length
Personal relevance
Which of these is an example of a peripheral cue?
A) Strong logical reasoning
B) Use of statistics
C) The speaker’s attractiveness
D) Personally relevant evidence
The speaker’s attractiveness
Peripheral route processing is more likely when the audience is highly motivated and able to process information
False
that’s central route processing
TRUE or FALSE:
Attitudes formed via the central route tend to be more enduring and resistant to counter-persuasion
True
The boomerang effect refers to when a persuasive message results in the opposite of the intended effect
True
Briefly explain the difference between the central and peripheral routes of processing in ELM.
Central route: Careful, thoughtful consideration of arguments; occurs when motivation and ability are high.
Peripheral route: Relying on superficial cues (e.g., attractiveness, credibility) rather than message content; occurs when motivation or ability is low.
List two factors that lead to peripheral route processing and explain why they have that effect
Distraction: Prevents deep processing, so cues dominate.
Low personal relevance: Reduces motivation to engage deeply with the content.
What is a boomerang effect in the context of ELM? Give an example.
A boomerang effect happens when the message backfires — instead of persuasion, the audience moves further from the intended attitude.
Example: A teen anti-smoking ad that feels too preachy might lead teens to rebel and smoke more.
Describe one limitation of the ELM
The line between central and peripheral is sometimes unclear, and cues can be processed deeply.
What determines whether someone processes a message through the central route?
A) Message length
B) Message reception
C) Motivation and ability to process message
D) Exposure to inoculation
Motivation and ability to process message
What is one challenge in testing the ELM?
A) It can’t explain any behavior
B) It is too emotionally driven
C) It is hard to know which route someone used
D) It only applies to advertising
It is hard to know which route someone used