What is the elaboration likelihood model central route?
The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message. The results of attitude change will be relatively enduring, resistant, and predictive of behavior.
What is an example of the elaboration likelihood model?
For example, imagine you’re reading about a proposed soda tax in your city. If you’re a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax).
How is the elaboration likelihood model used?
According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it.
What is the difference between the central and peripheral routes in the elaboration likelihood model?
The central route involves message elaboration and is used to scrutinize ideas, determine their merit and contemplate possible consequences. The peripheral route provides a quick accept or reject decision without deep consideration.
What is central route processing?
The central route is used when information is processed by the audience in a thorough way. The researchers propose that the central route gets activated when there is a motivation to understand the information and there is the ability to process this information.
What is a good example of central route persuasion?
For example, if you want to sell a video game to someone, central route persuasion is when you persuade someone who is already into video games and into the type of video games that you’re pitching. They will be interested in the content of the game, as well as how it compares to similar games.
What is the difference between central and peripheral processing?
Individuals who are influenced by the peripheral route are usually passive and unmotivated to think too much about the message being presented to them. Those who are influenced by the central route of persuasion are usually actively engaged in learning about the message presented to them and are analytical.
What is an example of central route persuasion?
The central route is logic driven and uses data and facts to convince people of an argument’s worthiness. For example, a car company seeking to persuade you to purchase their model will emphasize the car’s safety features and fuel economy.
Why is the elaboration likelihood model good?
Advantages. The model gives you a framework by which you can assess how best to persuade someone. It is possible to use both the central route and peripheral route persuasion at the same time.
What is an example of central route processing?
For example, a TV ad that presents laboratory findings to demonstrate the effectiveness of an acne treatment would be using the Central Route to Persuasion, as opposed to one that only uses a celebrity endorser.
Who is most likely to use the central route to persuasion?
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.