The Elaboration Likelihood Theory, Central Route - 942 Words

In the Elaboration Likelihood Theory, central route has the person carefully consider the merits and logistics of the information presented, while peripheral route has the person considers the attractiveness of the message or source. A hot topic in the news lately has been about vaccinations and the supposed negative reactions to them or that they are unnecessary. An increasing trend is parents don’t vaccinate their children, and as a result CDC has noticed outbreaks of measles and â€Å"polio-like† diseases (Saunders 2015). One study published and later discredited with the researcher losing his license linked the use of vaccinations to autism; therefore, parents would rather risk these infectious diseases onto their children than risk a child having autism. The choice to vaccinate or not vaccinate for a parent can be altered based on the use of central route or peripheral route. The parent who chooses to use the central route would research this idea, autism being cau sed by vaccines. By researching the logistics of the information, the parent would determine that not only was the lone study not factual, but it did not even state vaccines caused autism, but a type of vaccines caused autism (also not factual). The parent would learn that the researcher was discrediting the MMR vaccine, because he uses different method that was losing favor, individual shots. Andrew Wakefield used unethical methods on his patients in order to manipulate the results (Deer 2011). The parent wouldShow MoreRelatedThe Elaboration Likelihood Model Developed By Petty And Cacioppo1345 Words   |  6 Pages Abstract This paper discusses the Elaboration Likelihood Model developed by Petty and Cacioppo. The theory discusses the two ways individuals process messages. This paper also discusses how the theory can be used in making public relations campaigns successful. Introduction Elaboration Likelihood Model was made popular by Richard E. Petty and John Cacioppo during the 1970s. Prior to Petty and Cacioppo the focus of ELM was primarily psychology focusing onRead MoreElaboration Likelihood Model, And Cacioppo s Theory Of Persuasion1543 Words   |  7 Pages Elaboration Likelihood Model Petty and Cacioppo’s theory of persuasion is one of the most highly studied theories, in 1986 they published an article, in which they posted that there are two routes through which persuasion can take place. One is when people have the motivation and the ability to carefully process and think about the air arguments within a counterattitudinal message, in which they use the central route of persuasion. Furthermore, when people process messages centrally, theyRead MoreElaboration Likelihood Model Critique Essay1465 Words   |  6 PagesThe Elaboration Likelihood Model has been hailed by some as â€Å"unquestionably the most influential recent theoretical development in persuasion research† (O’Keefe, 2002). Even if this is the case, it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration likelihood model is the vacuous nature of the â€Å"argument strength† component. Although this criticism is useful for pointi ng out an area of the model that can be fine-tuned, any perceived shortcomings due toRead MoreThe Elaboration Likelihood Model Applied to Internet Advertising2495 Words   |  10 PagesRunning Head: The Elaboration Likelihood The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet, as no other medium, has given an international or a globalized dimension to the world. It has become the universal source of information for over 1,463,632,361 people. Cisco conducted a study, which predicted that traffic on the world’s networksRead MoreThe Theory Of Swing Kids803 Words   |  4 PagesTheory Illustrations Swing Kids offers excellent depictions of many persuasion concepts, including fear appeals, source credibility, and foot-in-the-door/door-in-the-face approaches. It also illustrates three familiar persuasion theories: Cognitive Dissonance, Social Judgment, and Elaboration Likelihood (for discussion of these theories, see Gass Seiter, 1999; Griffin, 1997; Larson, 1995; Woodward Dentà ³n, 1996). The foUowing is a brief summary of how these three theories are illustrated by theRead MoreEssay on Principles of Persuasion in Commercials1156 Words   |  5 Pagestelevision, radio, magazines, newspapers, billboards, and public transportation. In all types of media, persuasion is used; yet there is not one theory that can establish a single hypothesis as to the direct route a message takes to make a favourable judgement. In order to have a holistic knowledge about the psychology behind persuasion, seven main theories of persuasion will be examined. The Cognitive-Response Model explains that the persuasion process takes place when a person reflects onRead MoreThe Elaboration Likelihood Model (ELM)930 Words   |  4 PagesExplanation of theory: When someone tries to persuade others to join in thinking or believing something, a process takes place. Those receivers of the information are to process what the source is saying and in turn decide whether or not to go along with the idea. But what if people do not always process information, and what if they merely go with the crowd? The Elaboration Likelihood Theory (ELM) developed by Social psychologists Petty and Cacioppo, illustrates how persuasion, or the presentationRead MoreTheories of Persuasion1733 Words   |  7 Pagesaudience likes or prefers. The following paper seeks to explore some of the main theories surrounding persuasion. The three that will be discussed are Cognitive Dissonance, the Elaboration Likelihood Model and the Psychological Motivational Theory with special attention to Abraham Maslow’s hierarchy of needs. These theories when explained in full will discuss the process behind persuasive writing or speech. These theories will be illustrated in the form of a political speech given by the fictional partyRead MoreAnalysis Of The Book Leningrad 1841 Words   |  8 Pageslive, and their actions. Theory shows and explains how effective the message of Leningrad is/was and how it sways the change in thinking and opinions within the American people. Communication theory is applicable to almost every way we receive information so to analyze a song with theory is following a key step in the process to understanding a message an artist wants to convey. The First theory I have decided to use with the song Leningrad is the Elaboration Likelihood Model of Richard Petty andRead MoreCadbury: the Study of Consumer Behaviour3280 Words   |  14 Pagesto separate its confectionery and beverage businesses. With almost 200 years in the business, Cadbury Schweppes will continue to prosper in the coming decades. Theories Used The whole paper will discuss about the model of motivation, arousal of motives , hierarchy needs of Maslow’s, ELM (elaboration likelihood model ) and how these theory and model apply to the improvement and expansion of Cadbury company to better understanding about their consumer behavior. First of all, motivation is basically