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Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
Dual process theory. In psychology, a dual process theory provides an account of how thought can arise in two different ways, or as a result of two different processes. Often, the two processes consist of an implicit (automatic), unconscious process and an explicit (controlled), conscious process. Verbalized explicit processes or attitudes and ...
Another model that stems from the Yale attitude change approach is the elaboration likelihood model which is a contemporary approach to persuasion. Developed by Petty and Cacioppo during the late 1980s, the model describes two ways in which persuasive communications can cause attitude change: centrally and peripherally.
The model states that individuals can process messages in one of two ways: heuristically or systematically. Systematic processing entails careful and deliberative processing of a message, while heuristic processing entails the use of simplifying decision rules or 'heuristics' to quickly assess the message content.
John Terrence Cacioppo (June 12, 1951 – March 5, 2018) was the Tiffany and Margaret Blake Distinguished Service Professor at the University of Chicago. [1] He founded the University of Chicago Center for Cognitive and Social Neuroscience and was the director of the Arete Initiative of the Office of the Vice President for Research and National Laboratories at the University of Chicago. [1]
Before 2000, dual-process models of persuasion, especially the elaboration likelihood model and heuristic-systematic model, dominated persuasion research. These models attempt to explain why people accept or reject message claims.
The Elaboration Likelihood Model (ELM), developed in 1986 by Richard E. Petty and John Cacioppo, is based on the idea that any one variable can influence attitudes in several different ways and can serve to either increase or decrease persuasion through several different mechanisms (Petty et al., 2002 [19]).
Elaboration likelihood model – maintains that information processing, often in the case of a persuasion attempt can be divided into two separate processes based on the "likelihood of cognitive elaborations," that is, whether people think critically about the content of a message, or respond to superficial aspects of the message and other ...