Elaboration Likelihood Model
Petty & Cacioppo 1986
7/1/2016
"Co-creating value-added thoughts every
class period."
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1. Assumptions
Process trumps variables (SMCR)
People are overloaded with persuasive
messages
It is impossible to evaluate every message
People process messages in two fundamental
ways
– Central - elaborated
– Peripheral – not elaborated
7/1/2016
"Co-creating value-added thoughts every class period."
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2. The Model
7/1/2016
"Co-creating value-added thoughts every class period."
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3. Central Processing
Thoughtful analysis
– Uses other messages/issues to evaluate persuasive
message
– Creates a kind of internal debate
Tends to be more rational (logos) based
Creates more resistant attitudes (inoculation
theory)
7/1/2016
"Co-creating value-added thoughts every class period."
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4. Peripheral Processing
Driven more by “who” (ethos) rather than “what”
Based on heuristics or ROTs
– “More is better”
– “Attracted to the messenger”
– “Passion equals correctness”
Explains “learning theory” & “attribution theory”
Tends to produce less permanent impact
– Short-term
– Lower-level of commitment
7/1/2016
"Co-creating value-added thoughts every class period."
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5. Determinants of Path
Motivational & Ability Factors
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High involvement & relevance
Potential consequences
Anticipated interaction
Message complexity
Situational & Personal Factors
– Enjoy thinking
– Level of knowledge
– Time availability
7/1/2016
"Co-creating value-added thoughts every class period."
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6. So what?
Determine which route the audiences are taking to
process messages
– Major decisions – Central route
– Minor decisions – Peripheral route
Select a strategy based on that route (matrix)
Develop tactics based on strategy
– Central route – more logical arguments, evidence,
counterargument etc.
– Peripheral route – use learning theory, attribution theory
tactics
7/1/2016
"Co-creating value-added thoughts every class period."
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