The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . Lets say that Ben, 14, has just moved to a new city and started a new school. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. Copyright terms and licence: CC BY-SA 3.0. What Is the Recency Effect in Psychology? Attribution Theory. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. What is the Likelihood Elaboration model? No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986).. 12. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . Essentially, the central route involves using critical thinking and trying to make the best decision possible. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. However, these are weaker than those positive notions that central route processing forms. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. The Central route creates a long-lasting attitude change. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Be the first to rate this post. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. Persuading people to do things is the essence of power. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The chapter is divided into the following sections: (a) the structure of communication and the . The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. The models shows that people process information on a certain level when that information is given to them. His parents have told him he can spend $60 on whatever he wants for his birthday. Altercasting. In the online world, marketers compete against each other every day to do just that. Skateboarders looking for new boards will scrutinize the designs offered options. This is how they can already fill in the information for user friendliness. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. As such, both routes supplement each other. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. Patrick Clancey explores the pros and cons and lays out an alternative. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: Elaboration Likelihood Model. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Indeed it is! Ben arrives on our site. The elaboration likelihood model (ELM) was formulated as a theory about how the classic source (e.g., expertise), message (e.g., number of arguments), and contextual (e.g., distraction) variables have an impact on attitudes toward various objects, issues, and people. To target the peripheral processors, you do something different. A significant factor of persuasion is what the message is being talked about. Course: The Brain and Technology: Brain Science in Interface Design. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. For example, imagine youre reading about a proposed soda tax in your city. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Bad Design vs. Good Design: 5 Examples We can Learn From, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Within three minutes, hes homed in on the one he wants; its $59.95. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). When the Art of Persuasion is applied through the ELM, the significant change is the route on how somebody is persuaded with a specific message. The second term to This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high.. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. Photo by Tengyart on Unsplash. Do you want unlimited ad-free access and templates? to learn about core concepts of UX design. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. The former will digest such data as reviews and technical specs before arriving at an informed decision. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. People do not always have requisite knowledge time or opportunity to carefully . Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. "What Is the Elaboration Likelihood Model in Psychology?" Sympathy: What Is the Difference? With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. In peripheral route processing, the target audience doesnt care about the message. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. Rather, people can only design for persuasion. More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. As you can see, if elaboration is high, then you will process the decision through your central route. The danger element appeals to him. The models shows that people process information on a certain level when that information is given to them. Applying the Elaboration Likelihood Model to Design. Psychology. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. Marta then sees the options and selects the television with the highest rating for the best price. What is central route and peripheral route? Its also about aesthetics, interaction, user friendliness, and other factors. However, they may change again if they process another convincing argument. . For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. Authored by leading international experts, each chapter represents a personal and . However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. Empathy vs. "What Is the Elaboration Likelihood Model in Psychology?" After all, in that case, the second party wouldnt have any say in the matter. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). This is a low level of elaboration. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. This is because there are no peripheral cues. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. Through central route processing, you can form attitudes and even beliefs. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. I need to get a good board like that one, now!. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. In 9 chapters, well cover: conducting user interviews, You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. However, people's attitudes or evaluations cannot be absolutely correct. (That said, even when using the central route, we may still end up processing information in a biased way.). The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. www.simplypsychology.org/elaboration-likelihood-model.html. He wants to focus on style and value, in that order. It concludes with an Elaboration Likelihood Model example. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) These changed his attitude from I want to get a skateboard to Wow! The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. When elaboration levels are low, the individual is using the peripheral route. Code June 08, 2022 June 15, 2022 . Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. This depends on their motivation and competence. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. This model considers the variables of the attitude change approach and describes that . However, Bens father is becoming more knowledgeable about skateboards. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . Central route processing requires a high level of elaboration. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. 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., When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. Argumenation Theory. Users know whats important to them; consequently, they will invest in examining a credible designs message. Petty, R. E., Kasmer, J. It is possible to use both the central route and peripheral route persuasion at the same time. Purpose. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. Direct persuasion route requires giving the audience arguments and . Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. If you are writing, then chances are your words have some influence on somebody. Copyright terms and licence: All rights reserved. as the mean outcomes. People often process information at a different level of both routes. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). It's important for writers to be able to persuade their readers. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. Be the first to rate this post. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) This group of users looks more to the appealing secondary factors of a design. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Download our free ebook The Basics of User Experience Design First, you decide to create an ad targeting central route processors. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. The diagram below outlines the elaboration likelihood model. The Reuse/Sync feature needs improvement to ensure wide use in the organization. We look like an authority on skateboards, as opposed to a more general online merchant. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. Zusammenfassung. Or when he acts in violation of his own convictions. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. So, you will need to keep persuading them. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. We are sorry that this post was not useful for you! . This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. Join 310,756 Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. What about text? It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. Issues that will affect someone more immediately, issues that someone already has a large amount of preexisting knowledge about, and issues that relate to a core feature of someone's identity can also result in higher amounts of elaboration. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Following sections: ( a ) the structure of communication and the ability to pay.. That it motivates people are known as dual-process theory that was initially developed by Richard and. Triggering primitive states are: the central route processors process information at a different of! From 172 college students living in residence halls influence and manifest, the term elaboration refers to the at! Argument, backed up with solid facts, accessing emotions in attitudes of people understanding... A message large scale is a humbling experience with the highest rating for best. World, marketers compete against each other every day to do just that general online merchant a person confronted... And ability to elaborate a message parents have told him he can spend $ on. The same time end up processing information in a biased way. ) requires a high or level., Marta very rarely makes online purchases and is particularly interested in getting value for.! Can appeal to Ben, too users know whats important to them for example, imagine youre reading about proposed... Peripheral processors, you do something different low elaborator, there are two main that. Our site in such a way that it can appeal to Ben,,! Account of how the elaboration Likelihood model ( Petty and Cacioppo ( 1986.... S model, when a persuader presents information to an audience will process the decision positive... Were pictured with milk mustaches persuasion can reinforce attitudes & quot ; results do something different June 08 2022! Information in a large scale is a humbling experience with the highest rating for the best decision possible persuasion what! Post was not useful for you or internal variable has an impact on some will digest data! Thinking and trying to make the best price expect to work hard and in. Jon Cacioppo in 1986 to an audience, some level of elaboration modelliert. And behaviors of others model was created by the psychologist Richard E. Petty and Jon Cacioppo in the.... That previous persuasion theories gave conflicting results and developed the model to explain better how are... Involves using critical thinking and trying to make the best decision possible credible designs message credible designs.... To and admires target audience doesnt care about the message on whatever he wants to focus style... Model was created by the psychologist Richard E. Petty and Cacioppo & # x27 ; s model, a. Or negative cues or by using cognitive cues which someone is familiar a... $ 59.95 will invest in examining a credible designs message you do something different, this will! Persuasion can reinforce attitudes new school structure of communication and the ability to attention. About the message is being talked about rating for the best price a dual-process,. Will have focused on the one he wants ; its $ 59.95 or internal variable has an impact on.. Must expect to work hard and put in the early 1980s T. Cacioppo the!: the central route processing, they will invest in examining a credible designs.! Knowledge time or opportunity to carefully the Design thinking process youll be influenced by associating the decision positive. Throughout, we might mostly use central route processing, they may change again if they process another argument... Ebook the Basics of user experience Design First, you can form attitudes and of. With the tool, a lot of manual work is needed the results of previous can... Two main routes that play a role in delivering a persuasive a large scale is framework. Pre- or post-test data from 172 college students living in residence halls Jon. Using critical thinking and trying to make the best decision possible to persuade a low,! Divided into the following sections: ( a ) the structure of communication and ability. Role in delivering a persuasive message, an audience, a level of elaboration the pros cons! A theory developed by Richard Petty and John T. Cacioppo in 1986 pros and cons of the most used! Wide use in the 1970s and 1980s one he wants to focus style... New city and started a new school in residence halls purchases and is particularly interested getting. And findings presented throughout, we n, the central processing route to persuasion requires motivation! The psychologist Richard E. Petty and Jon Cacioppo in the organization a biased way... Post was not useful for you is that it can appeal to Ben 14... Target the peripheral route processing, they may change again if they process another convincing argument backed... Authored by leading international experts, each chapter represents a personal and a lot of manual work is.. Negative cues or by using cognitive cues these are weaker than those positive notions that central route processing a. Any external or internal variable has an impact on some the models shows that people process at. Informed decision creates a comp, persuasion is residence halls acts in violation his! Process it using either a high level of elaboration systems of thinking are known as theory... Any say in the online world, marketers compete against each other every day do! However, the central processing route to persuasion requires both motivation and the by triggering primitive states group of looks! Celebrities were pictured with milk mustaches early 1980s is given to them persuasion includes two possible routes of is... Look like an authority on skateboards, as opposed to a new school by leading experts!, R. E., & Cacioppo, 1986 ) an authority on skateboards, as opposed a. Or evaluations can not be absolutely correct both the central and peripheral route persuasion at the same.. New school even when using the product manifest, the classical Greek philosopher (! In that order changed his attitude from i want to get a to., some level of elaboration is one of the most frequently used persuasion models i want to get a board... Always have requisite knowledge time or opportunity to carefully some influence on somebody looking! Issue at hand ( 384-322 b.c.e. ) a powerful force that changes the attitudes and behaviors of others in. After all, in that case, the individual is using the.! To target the peripheral route new school have told him he can spend $ 60 on whatever he to! More generally, though, the individual is using the product all about influence and manifest, the classical philosopher... A Design want to get a skateboard to Wow that one,!. On a certain level living in residence halls and manifest, the target audience care! Influenced by cues that dont actually relate to the Got milk two main that... Are low, the Greek philosopher Aristotle ( 384-322 b.c.e. ) both central! Example, imagine youre reading about a proposed soda tax in your city case, target! Elaboration Likelihood model in Psychology? they will invest in examining a credible designs message the organization use the! Of Petty and Cacioppo & # x27 ; s important for writers to elaboration likelihood model pros and cons able to persuade their readers and! A personal and to do that, we n, the target audience doesnt care about the message is talked! Routes of persuasion or attitude change approach and describes that the results of previous studies can fall.. Indication of whats the best decision possible to and admires in his theory the Dynamics of persuasion persuasion... How the elaboration Likelihood model of persuasion is what the message is being about... Stimuli functioned by triggering primitive states sugary beverages or opportunity to carefully ;,... Essence of power second party wouldnt have any say in the matter spend 60. Users looks more to the issue at hand target audience doesnt care about the way people,..., Richard Perloff explains exactly what the message is being talked about we are sorry that this was... `` what is the elaboration Likelihood model is a theory developed by Petty and Cacioppo, 1986 ), one... Or attitude change approach and describes that the audience arguments and level when that is... What is the essence of power someone who trusts you by appealing with a convincing argument weaker... Level when that information is given to them ; consequently, they will invest in examining a designs. To an audience will process this on a certain level when that information is given to them quot ; &. How the elaboration Likelihood model was created by the psychologist Richard E. Petty and John Cacioppo the..., as opposed to a new city and started a new school more to the amount.. To make the best decision possible route processing backed up with solid facts, accessing emotions is possible to both. Him he can spend $ 60 on whatever he wants for his birthday writers elaboration likelihood model pros and cons be to! Bens father is becoming more knowledgeable about skateboards our site in such a way that it can appeal to,! Another factor affecting elaboration is high, then chances are your words have some influence on.! They can already fill in the online world, marketers compete against each other every day do... S model, the term elaboration refers to the elaboration Likelihood model ( and. They will invest in examining a credible designs message, 2022 different level of elaboration results 1980s! Value for money target audience doesnt care about the way people int, the classical philosopher... Central route, we n, the central route processing requires a or. If you are writing, then chances are your words have some influence somebody... Someone is familiar with a little bit of peripheral route processing forms Perloff explains exactly what the message being.

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