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Introduction to ELM
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Today, we're going to explore the Elaboration Likelihood Model, or ELM. Can anyone remind me what we mean by persuasion and its significance in attitude formation?
Persuasion is how we influence someoneโs beliefs or attitudes, right?
Exactly! ELM posits two routes for persuasion: the Central Route and the Peripheral Route. Letโs start with the Central Route. Who can tell me what that involves?
Itโs about carefully thinking through arguments and facts?
Good! This route entails thoughtful consideration, leading to lasting attitude change. Remember the mnemonic โC for Central, C for Carefulโ? Now, can someone explain why someone might use this route?
Maybe when they really care about the issue?
Exactly! Motivation and ability to process the information is key here. Now, what about the Peripheral Route?
Peripheral Route to Persuasion
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The Peripheral Route relies on superficial cues, like the speaker's attractiveness or emotional appeals. Can anyone think of an example of this?
Like advertisements using celebrities to sell products?
Precisely! That's a perfect example. This route often results in temporary attitude changes. Think of the acronym 'P for Peripheral, P for Passively processed.' Why do you think this route is effective, even if the change is temporary?
Because it can grab peopleโs attention quickly?
Exactly! It makes an impression without deep thinking involved. So, we see both routes play roles in persuasion. Can anyone summarize why the ELM is significant in understanding attitudes?
Impact of Contextual Factors
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We learned about the two routes of persuasion. Now letโs discuss factors that affect which route is taken. What do you think might influence a person to use the Central Route?
If they find the topic relevant to their life?
Absolutely! Personal relevance is a huge factor. Additionally, if they feel they have the capability to process the information, theyโre likely to engage deeply with the material. What if someone doesnโt feel capable?
They might opt for the Peripheral Route instead?
Exactly right! So, understanding these factors can help us predict how attitudes will change in different contexts. Can someone refresh the key concepts we've discussed regarding ELM?
Introduction & Overview
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Quick Overview
Standard
ELM suggests that individuals process persuasive messages through two primary pathwaysโcentral and peripheral. The central route involves careful evaluation of arguments, while the peripheral route relies on superficial cues, leading to different levels of attitude change.
Detailed
The Elaboration Likelihood Model (ELM) is a psychological theory explaining how attitudes can be changed through two different routes of persuasion. The Central Route involves careful and thoughtful consideration of the arguments presented in a message, leading to deep, lasting changes in attitude. This route is typically used when the individual is motivated and capable of processing the information. On the other hand, the Peripheral Route involves superficial cues, such as the attractiveness of the source or emotional appeals, leading to more temporary and less stable attitude changes. Factors such as personal relevance, ability to process the message, and individual differences can determine which route is utilized. This model highlights the importance of understanding the context of persuasion and the characteristics of both the audience and the message.
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Overview of ELM
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The ELM proposes two routes to attitude change:
- Central Route: People are persuaded by strong, logical arguments.
- Peripheral Route: People are persuaded by superficial cues like attractiveness, emotion, or credibility.
Detailed Explanation
The Elaboration Likelihood Model (ELM) explains how people change their attitudes through two different processes. The first is the Central Route, where people carefully think about the content of the message and evaluate the strength of the arguments presented. This is more likely to happen when the person is motivated to think deeply about the issue. The second is the Peripheral Route, where individuals are influenced by superficial characteristics of the message, such as the speaker's attractiveness or emotional appeal, rather than the actual content. This route is often used when the person is not motivated or capable of engaging in deep thinking about the topic.
Examples & Analogies
Imagine youโre watching a commercial about a new phone. If youโre really interested in buying a new phone and pay attention to what the ad says about its features, you are using the Central Route to evaluate the phoneโs value based on logical arguments. However, if youโre just watching out of boredom and find the presenter very charismatic, you might be influenced by the attractiveness of the presenter, which is an example of the Peripheral Route.
Central Route Details
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Central Route: People are persuaded by strong, logical arguments.
Detailed Explanation
When using the Central Route, persuasion hinges on the quality of the arguments being presented. If the arguments are strong and logical, they lead to lasting attitude change because the audience actively engages with the message. This deep processing can lead to a stronger, more stable attitude formation since the individual has considered the evidence and reasoning behind their belief.
Examples & Analogies
Consider a student deciding whether to join a debate team. If they research and compare the benefits of joining, like improving public speaking skills and gaining confidence, and these points are convincingly presented, the student is more likely to join based on well-thought-out arguments. This process mirrors the Central Route, as their decision is based on logical evaluation.
Peripheral Route Details
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Peripheral Route: People are persuaded by superficial cues like attractiveness, emotion, or credibility.
Detailed Explanation
In contrast, when someone is temporarily distracted or lacks the motivation to consider the arguments seriously, they may rely on the Peripheral Route for persuasion. Here, minor details can sway opinions, such as the speaker's attractiveness, the emotional appeal of the message, or endorsements from credible figures. This route often leads to temporary attitude changes that can fade over time as the individual may not have deeply evaluated the message.
Examples & Analogies
Think about a celebrity promoting a beauty product. Many people might buy the product simply because they admire the celebrity or feel an emotional connection from the ad, rather than analyzing the product's effectiveness. This scenario illustrates the Peripheral Route to persuasion, as the attitude change is influenced more by superficial factors than by the actual merits of the product.
Definitions & Key Concepts
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Key Concepts
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Elaboration Likelihood Model (ELM): A framework describing two routes of attitude change through persuasion.
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Central Route: Engages individuals in thoughtful evaluation of arguments leading to deeper attitude changes.
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Peripheral Route: Engages individuals through superficial cues resulting in more temporary attitude changes.
Examples & Real-Life Applications
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Examples
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An advertisement featuring a celebrity illustrates the Peripheral Route, as the audience might be swayed by the celebrity's appeal rather than the product's attributes.
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A political debate where candidates present logical arguments exemplifies the Central Route, as voters carefully analyze the information before forming their opinions.
Memory Aids
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๐ต Rhymes Time
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If you want to decide, the Central Routeโs your guide; but if glamour you prefer, the Peripheral will confer.
๐ Fascinating Stories
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Imagine a student who struggles in a class. If the teacher logic and strong evidence, the student engages deeply (Central Route). But if a motivating famous influencer speaks at an assembly, that student might change attitudes based on the influencer's charm (Peripheral Route).
๐ง Other Memory Gems
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C for Central, C for Careful thought; P for Peripheral, where deep thought is not sought.
๐ฏ Super Acronyms
ELM
- E: for Elaboration
- L: for Likelihood
- M: for Modelโa tool for understanding how attitudes change.
Flash Cards
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Glossary of Terms
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Term: Elaboration Likelihood Model (ELM)
Definition:
A theory proposing two routes to persuasion: central and peripheral, affecting how attitudes are formed and changed.
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Term: Central Route
Definition:
A pathway of persuasion involving careful and thoughtful consideration of arguments.
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Term: Peripheral Route
Definition:
A pathway of persuasion that relies on superficial cues rather than deep processing.