Elaboration Likelihood Model

Elaboration Likelihood toughie   by Joan Vidal Dr. Leckenby Adv 382J Spring 1998   [pic]   I. introduction      The Elaboration Likelihood Model is the most recent supposition that tries to explain lieu alter and persuasive communication. It was introduced by Richard E. shortstop and John T.Cacioppo during the 1980s. The basic idea of Petty and Cacioppos theory is that the faculty of persuasion, in name of endurance, depends on the resemblinglihood that an solution or assertion forget be flesh out upon (thought nearly).( Petty & Caccioppo, 1981). When the arguments utilise in a message argon of importance (in terms of involvement and motivation toward the issue) to the message recipient, the expect attitudinal change leave behind 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 pursue the central route to attitudinal change. On the some other hand, if the receiver is not 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 berth change. -What is an attitude?

     An attitude tidy sum be defined as a world(a) 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 horizon toward som ething--one of them positive, the other nega! tive, but both attitudes.      Attitudes invite to be stigmatise from beliefs. Beliefs are ideas, whether factual or only an opinion, that people consider about some other people or issues. another(prenominal) specialty 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 stagnate essay, order it on our website: OrderCustomPaper.com

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