The Elaboration Likelihood Model of Persuasion

  title={The Elaboration Likelihood Model of Persuasion},
  author={R. Petty and J. Cacioppo},
  booktitle={Advances in Experimental Social Psychology},
  • R. Petty, J. Cacioppo
  • Published in
    Advances in Experimental…
  • Psychology, Computer Science
  • Publisher Summary This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration… CONTINUE READING
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