General
This persuasion model, developed by Petty and Cacioppo, proposes two distinct routes to attitude change.
What is the Elaboration Likelihood Model (ELM)?
In this route of processing, superficial cues like attractiveness or celebrity endorsement are more influential than the actual message.
What is the peripheral route?
This processing route requires careful attention to the content and quality of the message’s arguments
What is the central route?
True or False: A common critique of the ELM is that it oversimplifies the complexity of persuasion processes
True
Name the two processing routes outlined in the Elaboration Likelihood Model.
What are the central route and the peripheral route?
This term describes the use of expert opinions or endorsements as a peripheral cue.
What is source credibility?
True or False: Persuasion via the central route is more likely to lead to enduring attitude change
True
What term describes the level of mental effort a person invests when processing persuasive information?
What is elaboration?
True or False: One common critique of the ELM is that it oversimplifies the complexity of real-world persuasion
True
What is the key difference between the central route and the peripheral route in terms of cognitive engagement?
The central route involves careful scrutiny of message content, whereas the peripheral route relies on superficial cues
True or False: The peripheral route involves high cognitive effort and deep message scrutiny.
False
List one prerequisite for an individual to engage in central route processing
High motivation or ability to process the message (e.g., personal relevance)
This type of heuristic:if it’s popular, it must be good, is commonly used in which persuasion route?
What is the peripheral route?
How might individual differences in motivation challenge the universal applicability of the ELM?
Variations in factors such as need for cognition or personal involvement can lead to different processing routes, challenging a one-size-fits-all model
Identify one factor that can increase the likelihood of central route processing.
High motivation or the ability to process the message (e.g., personal relevance, prior knowledge, time)
Provide one example of a peripheral cue that might persuade someone to adopt an attitude.
An attractive spokesperson or a celebrity endorsement
Name one factor that might prevent someone from engaging in central processing even when the message is strong
Distractions or cognitive overload
Examine the roles of source attractiveness and expertise when both are present. Which might dominate under low motivation conditions and why?
Under low motivation, attractiveness may dominate because it is processed quickly and elicits immediate positive affect, although context can shift this balance.
Discuss one potential limitation of applying the ELM to digital communication environments
Digital environments involve unique factors like interactivity, algorithmic filtering, and social media dynamics that complicate traditional central and peripheral distinctions
Describe how the ELM explains persuasion beyond simply distinguishing between processing routes
It emphasizes that persuasion outcomes depend on the audience’s motivation and ability, which determine whether they elaborate on the message
Discuss how cultural factors might influence the effectiveness of peripheral cues in persuasion
Cultural norms can affect which cues (like attractiveness or authority) are seen as credible or appealing, altering their persuasive impact
Analyze how the complexity of a message might impact central route processing and the strength of resulting attitude change
A more complex message can lead to stronger attitude change if the audience is motivated and capable, but may overwhelm less-engaged audiences, reducing effectiveness
Persuasion practitioners aim to increase this aspect of a message to encourage central processing in their audience.
What is personal relevance?
Critics say the ELM's ability to explain all possible outcomes makes it lack this essential scientific quality
What is falsifiability or the ability to be proven wrong?