ELABORATION LIKELIHOOD MODEL Routes to Persuasion Richard Petty, John Cacioppo

Learning Objectives  Know the 2 “Routes to Persuasion” (and their components)  Be able to explain the ELM chart  Explain how topic relevancy determines which Route will be used by the listener  Explain the role of MOTIVATION and ABILITY in determining which route will be used

Two Routes 1.Central Route  Message elaboration; the path of cognitive processing that involves scrutiny of message content Message Elaboration The extent to which a person carefully thinks about ISSUE- RELEVANT arguments contained in a persuasive argument

Two Routes 1.Peripheral Route  Mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue “click, whirr” - programmed response; autopilot

“Click, whirr” Cues 1. Reciprocation 2. Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity

The LESS relevant a topic…. the MORE credibility cues play a role.

Next Step…  ABLE to think about the content?  Distractions?????

 MOTIVATION AND ABILITY STRONGLY INCREASE THE LIKELIHOOD THAT THE MESSAGE WILL BE ELABORATED ON  (Central Route)

Biased Elaboration  Top down thinking in which predetermined conclusions color the supporting data

Objective Elaboration  Bottom up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead.

Enhanced thinking will cause position to: 1. Persist over time 2. Resist counterpersuasion 3. Predict future behavior

Power of Peripheral Cues  Tangibles Rewards(i.e. food, sex, money…)  Credibility These lack “robust persistence, Invulnerability, or link to behavior.”

For the Persuader  Decide:  If the audience has the motivation and ability, be ready with solid information  If not… the packaging matters.