COMM 102 Lecture Notes - Lecture 9: Elaboration Likelihood Model

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Scott Campbell

Document Summary

The elaboration likelihood model (elm: basically the idea that persuasion can occur at 2 levels: An intentional, central route (thinking is high) Most likely to occur when issues are relevant. More subconscious persuasion: explains the process of persuasion by identifying the likelihood of a person to elaborate cognitively or think very carefully about a persuasive message, persuasion can occur when thinking is high or low. Central route to persuasion: requires cognitive effort of the part of the audience member in order to judge the merit of the advocated position, thinking about a message, dependent on argument quality, for more personally relevant issues. Peripheral route to persuasion: a feature of the persuasion contest that allows favorable or unfavorable attitude formation even in the absence of effortful consideration of the true merits of an object or issue. Peripheral cues: source factors (typically the spokesperson of the commercial; also could be the company in the commercial)