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Key Point: The strength and durability of attitude change depends upon the extent to which people people think about (elaborate on) the contents of persuasive
communication.
The Elaboration Likelihood Model . . .
is an approach to understanding the persuasion process which illustrates the decision making path to belief, attitude, and behavior change.
• Belief and Attitude Change May Take One of Two Routes
• The Central Route to persuasion is when the receiver has high-involvement
information processing whether the person ponders the content and logic of
message.
• Central route leads to more enduring attitude change.
• The Peripheral Route to persuasion is when the receiver has low-involvement
information processing persuasion depends on non message factors.
The Central Route to Persuasion
• The receiver attends more carefully to the message being received and compares it to his or her own attitudinal position.
• Likely generates a number of cognitive responses to the communication.
• Central Cues refer to ideas and supporting data that bear directly upon the
quality of the arguments developed in the message.
The Peripheral Route to Persuasion
• Cognitive responses are much less likely to occur, because the receiver is not
carefully considering the pros and cons of the issue.
• Peripheral persuasion cues include such factors as the attractiveness and expertise of the source, the mere number of the arguments presented, and the
positive or negative stimuli that form the context within which the message
was presented (e.g., pleasant music).
Titany answered the question on November 29, 2021 at 12:08
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