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  #1  
9th November 2015, 11:47 AM
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Elaboration Likelihood Model MBA

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  #2  
27th July 2018, 10:23 AM
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Re: Elaboration likelihood model MBA

Hii sir, I Wants to get the Information About the Elaboration likelihood model Will you Please Provide It ?
  #3  
27th July 2018, 10:24 AM
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Join Date: Aug 2012
Re: Elaboration likelihood model MBA

The elaboration likelihood model (ELM) of persuasion[1] is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980.[2] The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change

Origin
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

Core Ideas

There are four core ideas to the ELM.

The ELM argues that when a person encounters some form of communication, they can process this communication with varying levels of thought (elaboration), ranging from a low degree of thought (low elaboration) to a high degree of thought (high elaboration).

The ELM predicts that there are a variety of psychological processes of change that operate to varying degrees as a function of a person's level of elaboration. On the lower end of the continuum are the processes that require relatively little thought, including classical conditioning and mere exposure.

On the higher end of the continuum are processes that require relatively more thought, including expectancy-value and cognitive response processes. When lower elaboration processes predominate, a person is said to be using the peripheral route, which is contrasted with the central route, involving the operation of predominantly high elaboration processes.

The ELM predicts that the degree of thought used in a persuasion context determines how consequential the resultant attitude becomes. Attitudes formed via high-thought, central-route processes will tend to persist over time, resist persuasion, and be influential in guiding other judgments and behaviors to a greater extent that attitudes formed through low-thought, peripheral-route processes.

The ELM also predicts that any given variable can have multiple roles in persuasion, including acting as a cue to judgment or as an influence on the direction of thought about a message. The ELM holds that the specific role by which a variable operates is determined by the extent of elaboration.


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