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Elaboration Likelihood Model
1.
Elaboration likelihood model
Courtney Collins
2.
Elaboration Likelihood Model?Âż?
I donât flippinâ know!!
3.
Elaboration Likelihood Model?Âż?
I donât flippinâ know!! No need to get all in a tizzy NapoleonâŠ.Iâll explain it in a way even you will understandâŠ.
4.
Persuasion plays a
role in our everyday lives.
5.
From the time
we were toddlersâŠ.
6.
From the time
we were toddlersâŠ. (âCan I have another tot mom? Please, please, pleeease?â)
7.
⊠to our
present and future
8.
⊠to our
present and future (âNapoleon, give me some of your tots.â)
9.
Persuasion is all
around us.
10.
Depending on the
message, persuasion tactics vary.
11.
GOSH!! Get to
the freakinâ point! âŠâŠâŠ Ugh! and bring me some tots while your at it!
12.
A model used
as a principle in persuasion work is the Elaboration Likelihood Model (ELM)
13.
Created by Richard
E Petty and John T Cacioppo.
14.
ELM explains how
a persuasive message changes attitude.
15.
There are routes
through which persuasive messages are processed
16.
Central Route &
Peripheral Route
17.
1 st
route: Central provides complete information and is straightforward
18.
possess a high
level of receiver involvement 1 st route: Central Which meansâŠ..
19.
the receiver must
actually care about & be related to the subject. 1 st route: Central
20.
Because of its
importance to them, the message will be evaluated thoroughly. 1 st route: Central
21.
receiver has
high motivation to analyze the message 1 st route: Central
22.
will not make
the effort to consider it. not directly affected by the message Message receiver =
23.
GEEEZ I just
donât understand!!
24.
Donât worry Napoleon!
Maybe you will get it after I explain the 2 nd routeâŠâŠ.
25.
focus on practically
everything but the message itself. 2 nd route: Peripheral
26.
2 nd
route: Peripheral uses means like catchy tunes, colors, and celebrity endorsements.
27.
grabs attention byâŠ..
2 nd route: Peripheral
28.
making the receiver
think about something they are already familiar with AndâŠ..
29.
has positive thoughts
about
30.
low level of
receiver involvement 2 nd route: Peripheral Receiver has low motivation +
31.
HECK YES!! I
understand now!!
32.
Critics sayâŠ.
33.
ELM is
unclear with the conditions on which information processing persons are engaging in. Critics sayâŠ.
34.
Critics askâŠ. Is
the person engaging in central processing, peripheral processing or both?
35.
ELM helps distinguish
what types of messages work for specific audiences.
36.
Used wisely, ELM
can be a very helpful tool in persuasion technique.
37.
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