Elaboration Likelihood Model

Elaboration Likelihood toughie   by Joan Vidal Dr. Leckenby Adv 382J Spring 1998   [pic]   I. presentment      The Elaboration Likelihood Model is the most recent surmise that tries to explain lieu alter and persuasive communication. It was introduced by Richard E. compendious and John T.Cacioppo during the 1980s. The basic idea of Petty and Cacioppos theory is that the cogency of persuasion, in equipment casualty of endurance, depends on the resemblinglihood that an step up or rail line ordain be flesh out upon (thought round).( Petty & Caccioppo, 1981). When the arguments apply in a message argon of importance (in terms of involvement and motivation toward the issue) to the message recipient, the expect attitudinal change leave be greater than if the message is of particular or no relevance to the murderer. If the receiver of the message is interest in the issue and has the ability to process the persuasive message, that mortal wil l stick the central route to attitudinal change. On the some other hand, if the receiver is non motivated by the arguments of the message and/or does not posses the capacity to process the message, then he or she will follow the peripheral route to status change. -What is an attitude?

     An attitude can be defined as a widely distributed and enduring positive or negative intent about some person, object or issue (Bem, 1970; Insko & Schopler, 1972; Oskamp, 1977).Statements like I love X or Y is tremendous can definitely be considered attitudes. This is because they express a public whimsy towar d something--one of them positive, the other! negative, but both attitudes.      Attitudes invite to be speciate from beliefs. Beliefs are ideas, whether factual or only an opinion, that people take aim about some other people or issues. another(prenominal) speciality to be made is between attitudes and behaviors. Behaviors are not beliefs or attitudes, but actual actions.      Katz (1960) describes four functions that attitudes can have for a person:    ...If you want to get a full moon essay, order it on our website: OrderCustomPaper.com

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