ELABORATION LIKELIHOOD MODEL Routes to Persuasion Richard Petty, John Cacioppo Learning Objectives Know the 2 “Routes to Persuasion” (and their components) Be able to explain the ELM chart Explain how topic relevancy determines which Route will be used by the listener Explain the role of MOTIVATION and ABILITY in determining which route will be used Two Routes 1.Central Route Message elaboration; the path of cognitive processing that involves scrutiny of message content Message Elaboration The extent to which a person carefully thinks about ISSUERELEVANT arguments contained in a persuasive argument Two Routes 1.Peripheral Route Mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue “click, whirr” - programmed response; autopilot “Click, whirr” Cues 1. 2. 3. 4. 5. 6. Reciprocation Consistency Social Proof Liking Authority Scarcity The LESS relevant a topic…. the MORE credibility cues play a role. Next Step… ABLE to think about the content? Distractions????? MOTIVATION AND ABILITY STRONGLY INCREASE THE LIKELIHOOD THAT THE MESSAGE WILL BE ELABORATED ON (Central Route) Biased Elaboration Top down thinking in which predetermined conclusions color the supporting data Objective Elaboration Bottom up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead. Enhanced thinking will cause position to: 1. Persist over time 2. Resist counterpersuasion 3. Predict future behavior Power of Peripheral Cues Tangibles Rewards(i.e. food, sex, money…) Credibility These lack “robust persistence, Invulnerability, or link to behavior.” For the Persuader Decide: If the audience has the motivation and ability, be ready with solid information If not… the packaging matters.