Use Five hundred words applying Elaboration Likelihood Model Theory to an example. Here are some notes below

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Use Five hundred words applying Elaboration Likelihood Model Theory to an example. Here are some notes below on Elaboration Likelihood Model. Elaboration likelihood Model - Richard petty and john cacioppo - Central route: Message elaboration Issue relevant arguments - Peripheral route: No active thinking about the attributes of the issue Six cues (Robert cialdini) - Reciprocation - Consistency - Social proof - Liking - Authority - Scarcity Peripheral Cues - Most messages: peripheral route Attitude changes w/o issue-relevant thinking. Still can make you change you mind. Change can be positive or negative. With drinking and driving, if we are doing a campaign, people can say "okay, we wont drink and drive" so it could be positive or negative Not the same impact as message elaboration. Most obvious cues: tangible rewards. Source credibility: likability and expertise. They need to be likable and have the charisma, charming, etc (likability)They also need to be knowledgeable, they are the best in their field (expertise) Unmotivated Unable to elaborate Celebrity endorsements: why do they use Peyton manny so much? He is a loved and respected man and he is one of the best quarterbacks. He also brings in a lot of football fans. He also has a sense of humor. Expertise and Likability. Can be most effective The change can be short-lived More evaluating of a message > Central Route Less influenced by content-irrelevant factors Greater the effect of content-irrelevant factors > Peripheral Route Less impact the message carries. Personally relevant issues > Central route, because you want to look at the message. You want to look at the issue of relevant factors. Issues with little relevance > peripheral route. Elaboration: requires intelligence & concentration Distraction disrupts elaboration Repetition > elaboration Elaborated Messages Types of elaboration 1st: Biased: top-down thinking (you have already have a preconceived conclusion) 2nd: Objective: bottom-up thinking (you will look at the effects, what are the supporting data of this argument, then you will reach the conclusion) Objective elaboration: Examines perceived strength of an argument Strong message: generates favorable thoughts > positive shifts in attitude Change: persistent over time Resists counterpersuasion Predicts future behavior. You will continue to support that pov Weak arguments > negative boomerang effects ( when something backfires) Mixed/ neutral messages: Won't change attitudes Reinforce original attitudes Choosing a route (Central) If listeners : motivated:Needs to be personally relevant to take the central route. Elaborate in message Able to rely on factual arguments One weakness with the central route: they will not make the positive shift that you want. If the message is weak, then it can backfire. Remember the boomerang effect. Make sure you have a strong argument so they will make that positive shift in attitude (Peripheral) If listeners: they look at the six cues. They don't look at the factual argument, they look at the "oh the speaker, is he nice, is he attractive, is he treating people nice?" Unmotivated or unwilling.. they cannot elaborate the message Weakness: make sure if you can combine with some central route, it will strengthen. - Now apply to an example using five hundred words