Elaboration likelihood model

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    The Elaboration Likelihood Model of persuasion (ELM) is a one of the oldest and most referenced theories when it comes to marketing and advertisement. Now a little over 30 years old, ELM was created by two psychologist named Jogn Cacioppo and Richard Petty who in 1986 described persuasion as a dual process. This theory has been reworked and reviewed many times over the years; this paper will focus on the main literature on ELM by its creators and other critics. Years prior to their ground breaking theory, Petty & Cacioppo claimed that there was a core theme in the breadth of research and theories of persuasion available at the time. Regardless of the subject, the research pointed to of one of two cognitive routes which people used to base…

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    brand image of Southwest Airlines. By utilizing the Elaboration Likelihood Model, we are positioning ourselves to influence a brand image among our frequent business travelers. We understand that by increasing our brand image we need to target our audience by using a holistic approach using both the central and peripheral route. Therefore, the ELM method works great for what we are striving for. DEFINING ELM: History: The elaboration likelihood model of persuasion is a dual route approach to…

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    Past health interventions have effectively utilized Petty & Cacioppo’s Elaboration Likelihood Model (1986) as a framework for disseminating health messages (Holt, Lee, & Wright, 2008; Holt et al., 2011; Price et al., 2011). The Elaboration Likelihood Model proposes that incoming communication messages are processed in two primary ways: the Central and Peripheral Processing Routes. The Central Processing Route necessitates careful consideration of information pertaining to the attitude object and…

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    To effectively persuade its audience narrative advocacy makes use of real live situations that one can relate to which in the process of receiving the message emotions are evoked, then voices begin to talk about that issue and it goes viral from there. Dainton et al (2005 p. 109) The Elaboration Likelihood Model which is one of the persuasion theories states that the targets of persuasive messages use cognitive event, meaning that the targets persuasive messages use mental processes of…

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    Due to its high price, luxury jewelry brands could be regarded as those products that have social value and requires more special attention when processing (Agosi and Pakdeejirakul, 2017). According to the Elaboration Likelihood Model (ELM) developed by Richard E. Petty and John T. Cacioppo in 1981 stated that there are two possible routes of persuasion: the central and peripheral (Payne, 2008). The central route is typically used for high-involvement products whereas the peripheral route is…

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    Sleeper Effect Essay

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    sleeper effect is much more effective when information is presented before the discounting source (as opposed to knowing the source is unreliable and then hearing the message). So, in Trump’s ad, the fact that the source (his campaign) is revealed after the message has been communicated is a big deal in terms of how well it will produce a sleeper effect on viewers. According to Greenwald and Prakanis’s study, had the source, Donald Trump, preceded the message, the sleeper effect would be much…

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    campaign use variously probability from scene of life to compare with “risk of the woman of your life developing breast cancer.” According to the lecture, we have to say this campaign did a great job on message shaping. They created a typical and simple message for this healthy campaign. However, where is the data of “Risk of the woman of your life developing breast cancer 1 in 12 women” come from is not clear cited in this campaign. Base on McGuire’s input-output Matrix from the textbook (Rice…

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    For instance, giving an ice cream or free food before an event make the opposed people more leaning to receive your views. In this case, Fear appeals could be also used, only when it coupled with behavioral recommendation. As an example, Democratic candidate could say something like “Last time we had a republican president, we had war in the wrong time and wrong place with thousands of death and wounded heroes, but if a Democrat become president we will refuse to put any American soldier on the…

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    Cognitive Map Analysis

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    The main theoretical framework that we followed was the Cognitive Map Theory as the children had already learned about forestry so we were solidifying what they had learned and adding new bits of information to help with cohesion of the theory. We used many questions to gain insight as to what the children did and did not know. This method was used to trigger the mind maps of each student and help to draw on those concepts. We also incorporated the elaboration likelihood model in that most of…

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    marijuana use, and two related to risk, which was characterized as the likelihood of future marijuana use based on personality traits and history. The first two hypothesizes were “Adolescents who feel more ambivalent about marijuana use overall will be more easily persuaded by anti-drug messages than those who feel less ambivalent” and “Adolescents who feel more ambivalent about marijuana use will engage in more systematic processing of anti-drug messages than those who feel less ambivalent”…

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