What is Elm persuasion?
The elaboration likelihood model of persuasion (ELM) is essentially a theory about the thinking processes that might occur when we attempt to change a person’s attitude through communication, the different effects that particular persuasion variables play within these processes, and the strength of the judgements that …
What are the two routes to persuasion?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route.
What are the two routes to persuasion according to Petty and Cacioppo?
Two “Routes” to Persuasion Petty and Cacioppo (1986a, 1986b) state that there are two “routes” to persuasion: central and peripheral. The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message.
What is an example of central route persuasion?
Examples of Central Route Persuasion While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown of a new model of car.
Which route of persuasion is most effective?
central route to persuasion
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.
What is the model of persuasion?
According to Persuasion Theory, the communication process consists of a three phase model: Communication-Attitudes-Behavior. See also the communication process of: Limited Effects Theory and the Two-Step Flow Model.
Which method of persuasion is the most effective?
One-sided is more effective if the listener already agrees with the speaker’s argument. Two-sided works best if the listener initially disagreed. If the audience is exposed to opposing views, best to use two-sided. Other things being equal, information presented first usually has the most influence.
What are the routes of persuasion?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What are the route of persuasion?
How is certainty used as a tool of persuasion?
Certainty as a tool of persuasion can be applied effectively at any level: interpersonal, managerial, or organizational. Let’s now look at how this works in practice. Here we present four levers companies can use to boost certainty: consensus, repetition, ease, and defense.
What did Richard Petty and John Cacioppo do?
Two American Professors have added a more scientific view of message and personality. Back in the 1970s Professors Petty and Cacioppo (P&C) developed The Elaboration Likelihood Model (ELM) of persuasion. This proposes two major routes to persuasion: the Central Route and the Peripheral Route.
What are the effects of repetition in persuasive advocacy?
Results are interpreted in terms of an attitude-modification model in which repetition and content of a persuasive advocacy affect the type and number of thoughts generated; these thoughts, in turn, affect the attitudinal reaction to the advocacy. (63 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
What are the two main routes to persuasion?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route. P&C say of this route: ‘Under the Central Route, persuasion will likely result from a person’s careful and thoughtful consideration of the true merits of the information presented in support of an advocacy.’