The elaboration likelihood model of persuasion
Reads0
Chats0
TLDR
This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.Abstract:
Publisher Summary
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.read more
Citations
More filters
Journal ArticleDOI
The differential interaction of auditory and visual advertising elements with Chinese and English
Nader T. Tavassoli,Yih Hwai Lee +1 more
TL;DR: This article showed that auditory and visual elements have the intended positive effect of facilitating ad copy recall when they are reinstated as part of an integrated marketing campaign or as a recall cue in an advertising tracking study.
Journal ArticleDOI
Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications
TL;DR: In this article, a framework for the study of attitudes is discussed for understanding allegiance to sport teams, including a description of the structural relations among various attitude properties and their likely influences on the persistence of attitudes over time, resistance of attitudes in the face of challenges, thoughts about the attitude object, and the likelihood of attitudes influencing behaviour.
Journal ArticleDOI
Soziale Kompetenz - Definition, Strukturen und Prozesse
TL;DR: In this paper, a discussion der Defizite und wunschenswerter Weiterentwicklungen des Forschungsbereiches is presented, in which der Frage nachgegangen, welche verschiedenen Kompetenzen die Qualitat des Sozialverhaltens beeinflussen, bevor wir in einem dritten Schritt auf die Prozesse der Genese sozial kompetenten Verhalten eingehen.
Posted Content
Too good to be true !: the effectiveness of CSR History in Countering Negative Publicity
Joëlle Vanhamme,Bas Grobben +1 more
TL;DR: In this article, the authors investigated whether the length of a company's involvement in CSR matters when it uses CSR claims in its crisis communication as a means to counter negative publicity.
Journal ArticleDOI
What Makes People Hot? Applying the Situational Theory of Problem Solving to Hot-Issue Publics
Abstract: Using a controversial issue that has drawn massive media coverage in South Korea, the government decision to resume imports of US beef, this study tested the applicability of the Situational Theory of Problem Solving (STOPS) to the rise of a hot-issue public. A survey of 300 respondents explored the perceptual, cognitive, and motivational antecedents of active information behaviors. Results suggest that the STOPS applies well to this unique sociopolitical situation, and that the theory works cross-culturally not only in the United States, but also in South Korea. In addition, we examined the role of cross-situational characteristics in detail, looking at whether political interest, prior experience in protest, and other sociodemographics could affect situational perceptions and cognitive frames. Theoretical and practical implications for future research and practices are discussed.
References
More filters
Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Book
Understanding Attitudes and Predicting Social Behavior
Icek Ajzen,Martin Fishbein +1 more
TL;DR: In this paper, the author explains "theory and reasoned action" model and then applies the model to various cases in attitude courses, such as self-defense and self-care.
Book
A Theory of Cognitive Dissonance
TL;DR: Cognitive dissonance theory links actions and attitudes as discussed by the authors, which holds that dissonance is experienced whenever one cognition that a person holds follows from the opposite of at least one other cognition that the person holds.
Journal ArticleDOI
A Theory of Social Comparison Processes
TL;DR: In this article, the authors pointed out that there is a strong functional tie between opinions and abilities in humans and that the ability evaluation of an individual can be expressed as a comparison of the performance of a particular ability with other abilities.
Book
Handbook of social psychology
TL;DR: In this paper, Neuberg and Heine discuss the notion of belonging, acceptance, belonging, and belonging in the social world, and discuss the relationship between friendship, membership, status, power, and subordination.