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Summary

The Elaboration Likelihood Model (ELM) of persuasion explains how people process persuasive messages, with two main routes: a central route involving thoughtful consideration of the message and a peripheral route involving less thoughtful, cue-based processing. The model proposes that the amount of thinking (elaboration) people engage in when processing a message determines the persuasiveness of the message. Factors such as personal relevance, motivation, and ability to think influence the extent of elaboration. High elaboration leads to more consequential attitude change, guiding behavior more than low elaboration. The ELM has made significant contributions to understanding attitude change and the attitude-to-behavior relationship, and has important implications for social psychological research and applications.

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The Elaboration Likelihood Model (ELM) of persuasion explains how people process persuasive messages, with two main routes: a central route involving...

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  • File Format: PDF
  • File Size: 629 KB
  • Pages: 23
  • Language: EN
  • Total Downloads: 137
  • Last Updated: 3 hours ago

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