Elaboration Likelihood
Theory
Adyza Aulia Diwani
Elfira Pradita
Moh. Anung Nailil Machrom
Putri Anggarwati
Introduction
Elaboration Likelihood Model is
developed by Richard E. Petty and John T.
Cacioppo in 1980s.
The Elaboration Likelihood Model (ELM)
explains how persuasion message works
in changing the attitude of reader or
viewer. It is very much important for
corporations and advertisement agencies, in
designing their market strategies and
understanding the attitudes of peoples.
3 types of arguments in ELM
Strong Arguments
The argument that creates a positive cognition response in
mind the message recipient is also positively influence their
beliefs with the views of the giver arguments or those who
take
Neutral Arguments
There is no change in behavior that occurs and consequently
the recipient of the message may be switched to the periphery
pathway or shortcut.
Weak Arguments
The argument that produce negative cognition responses to
persuasive messages.
Persuasion
Persuasion is referred as the action by
which, convincing or causing
someone to do something through
reasoning or argument
Persuasion is very much associated with
our daily life. Persuasion occurs when
readers, listeners or viewers learns a
message from what they read, listen
or watch. We remember the message as
ideas and we will be persuaded by it.
Richard Perloffs The Dynamics of
Persuasion
Persuasion
Persuasion
Persuasion
Persuasion
Persuasion
is communication.
is an attempt to influence.
involves more than words.
is not coercion.
can reinforce attitudes.
The Elaboration Likelihood model
proposes that each and every message is
undergoing the process of persuasion in
two different ways, they are called:
Central route
Peripheral route
Central Route
The process of persuasion is straight to
the point and complete.
Central route processing means your
audience cares more about the message
If the people is motivated to think about
the message, is able to think about it, and
if the message is a strong one, people will
be persuaded in accordance with the
message
Example of Central Route
A woman who is very much interested in platinum
jewels will be closely watching the advertisements
of platinum jewels. She is fascinated with the new
trends and tends to collect them. Here she has the
motivation for the subject matter and she care
about it. She carefully processes the message and
thinks about it. And her husband may not be
interested in jewels so he will be totally ignoring
the message from advertisements about the
jewels. Here the woman processes the message in
her central route and not her husband.
Peripheral Route
The peripheral route is weak and the
involvement of the receiver will be low.
The message sent through peripheral route is
not analyzed cognitively.
The receiver of the message is not sure whether
to agree with the message or to disagree.
The message will attempt to grab attention by
making the receiver think about something that
she is already familiar with and has positive
thoughts about, such as sex, money, or a
celebrity
Robert Cialdinis 6 types of Peripheral
1. Reciprocation, is the idea that the receiver is somehow obligated to
agree with the message because of some past experience or information.
2. Consistency, means relying on thoughts held in the past.
(I felt like this before and I feel like this now)
3. Social proof, The actions and words of others are likely to influence a
receiver of a new message.
4. Liking, simply means that the speaker is likeable. They may be
physically attractive, charismatic, or charming.
5. Authority, is the sense that the speaker has some power over the
receiver, be it an expertise in the subject matter or possibly an
overbearing attitude.
6. Scarcity, is the idea that the message will only be around for a short
time and that the receiver should snatch it up before it disappears.
Example of Peripheral Route
Billy needs a new backpack. A Jansport adv. happens to
come on TV with kids looking cool and having fun with
their new packs. The adv. touts a few benefits but for
the most part the ad is full of appealing visuals. Billy is
then peripherally motivated to buy a Jansport
backpack. Billy discovers that the pack is quite a nice
and useful one and comes to respect the brand in
general. The next time the adv comes on TV the student
will have had some practical experience with the brand
and will be more motivated to listen to the message and
reinforce the positive opinions of Jansport backpacks.
Conclusions
The Elaboration Likelihood Model of persuasion
is a relatively new theory, having been developed
within the last 20 years.
Its theories have stood the test of time thus far,
though well challenged.
Nevertheless, successful persuasion will
continue to rely on those special people with
those special personality traits.
