1. Elaboration Likelihood Model
Petty & Cacioppo 1986
9/20/2018
"Co-creating value-added thoughts every class period."

2. "Co-creating value-added thoughts every class period."
1. Assumptions
Process trumps variables (SMCR)
People are overloaded with persuasive messages
It is impossible to evaluate every message
People process messages in two fundamental ways
Central - elaborated
Peripheral – not elaborated
9/20/2018
"Co-creating value-added thoughts every class period."

3. "Co-creating value-added thoughts every class period."
2. The Model
9/20/2018
"Co-creating value-added thoughts every class period."

4. "Co-creating value-added thoughts every class period."
3. Central Processing
Thoughtful analysis
Uses other messages/issues to evaluate persuasive message
Creates a kind of internal debate
Tends to be more rational (logos) based
Creates more resistant attitudes (inoculation theory)
9/20/2018
"Co-creating value-added thoughts every class period."

5. 4. Peripheral Processing
Driven more by “who” (ethos) rather than “what”
Based on heuristics or ROTs
“More is better”
“Attracted to the messenger”
“Passion equals correctness”
Explains “learning theory” & “attribution theory”
Tends to produce less permanent impact
Short-term
Lower-level of commitment
9/20/2018
"Co-creating value-added thoughts every class period."

6. "Co-creating value-added thoughts every class period."
5. Determinants of Path
Motivational & Ability Factors
High involvement & relevance
Potential consequences
Anticipated interaction
Message complexity
Situational & Personal Factors
Enjoy thinking
Level of knowledge
Time availability
9/20/2018
"Co-creating value-added thoughts every class period."

7. "Co-creating value-added thoughts every class period."
6. So what?
Determine which route the audiences are taking to process messages
Major decisions – Central route
Minor decisions – Peripheral route
Select a strategy based on that route (matrix)
Develop tactics based on strategy
Central route – more logical arguments, evidence, counterargument etc.
Peripheral route – use learning theory, attribution theory tactics
9/20/2018
"Co-creating value-added thoughts every class period."