Public Relations Department At Southwest Airlines Essay
The elaboration likelihood model of persuasion is a dual route approach to attitude and behavioral change. The Elaboration Likelihood Model of Persuasion was proposed by Richard E. Petty and John Cacioppo in the 1980s. The model breaks down two different ways the human brain process stimuli, why they are processed that way, and how they can lead to attitude change. The elaboration likelihood model includes two paths to persuasion, the central and peripheral route. The central route involves a person’s careful evaluation of the merits of an argument. The central route also includes a high amount of message elaboration in which the individual has great amount of thought about the arguments presented. Alternatively, in the peripheral route the individual makes a simple judgment on the merits of the advocated position. After this the probability of elaboration on the position will be determined by the individual’s motivation.
In the Elaboration…