The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The ELM proposes two major routes to persuasion: the central route and the peripheral route.
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".
The study of attitudes and persuasion began as the central focus of social psychology, featured in the work of psychologists Gordon Allport (1935) and Edward Alsworth Ross (1908). Allport described attitudes as "the most distinctive and indispensable concept in contemporary social psychology". Considerable research was devoted to the study of attitudes and persuasion from the 1930s through the late 1970s. These studies embarked on various relevant issues regarding attitudes and persuasion, such as the consistency between attitudes and behaviors and the processes underlying attitude/behavior correspondence. However, Petty and Cacioppo noticed a major problem facing attitude and persuasion researchers to the effect that there was minimal agreement regarding "if, when, and how the traditional source, message, recipient, and channel variables affected attitude change". Noticing this problem, Petty and Cacioppo developed the elaboration likelihood model as their attempt to account for the differential persistence of communication-induced attitude change. Petty and Cacioppo suggested that different empirical findings and theories on attitude persistence could be viewed as stressing one of two routes to persuasion which they presented in their elaboration likelihood model.
There are four core ideas to the ELM.
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Attitudes are associated beliefs and behaviors towards some object. They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict. Attitudes and attitude objects are functions of affective and cognitive components. It has been suggested that the inter-structural composition of an associative network can be altered by the activation of a single node.
L'attitude est l'« état d'esprit » d'un sujet ou d'un groupe vis-à-vis d'un objet, d'une action, d'un autre individu ou groupe. Elle ressort au savoir-être de quelqu'un. C'est une prédisposition mentale à agir de telle ou telle façon. Elle désigne surtout une intention et n'est donc pas directement observable. L'attitude est un concept indispensable dans l’explication du comportement social et une notion nécessaire dans l'explication des réactions devant une tâche. Il existe autant de définitions de la notion d'attitude que d'auteurs.
L’influence sociale ou la pression sociale est l'influence exercée par un individu, ou par un groupe sur chacun de ses membres, dont le résultat est d'imposer des normes dominantes en matière d'attitude et de comportement. . Cette influence entraîne la modification des comportements, attitudes, croyances, opinions ou sentiments d'un individu ou d'un groupe à la suite du contact avec un autre individu ou groupe. Pour noter un tel effet d’influence, une quelconque relation doit exister entre ces entités.
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