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Elaboration Likelihood Model
Richard Petty & John Cacippio
SOCIAL INFLUENCE: PERSUASION
Theory Overview 11th Edition
Message elaboration is the central route of persuasion that produces major positive attitude change. It occurs when unbiased listeners are motivated and able to scrutinize arguments they consider strong. Message-irrelevant factors like source credibility hold sway on the peripheral path, a more common route that produces fragile shifts in attitude. (Socio-psychological tradition)
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VIDEOS
Archived chapters (PDF)
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Resources by Type.
See list
New to Theory
Resources?
Find out more in this short
video overview (3:01).
Elaboration Likelihood Model
Richard Petty & John Cacippio
SOCIAL INFLUENCE: PERSUASION
Theory Overview 11th Edition
Message elaboration is the central route of persuasion that produces major positive attitude change. It occurs when unbiased listeners are motivated and able to scrutinize arguments they consider strong. Message-irrelevant factors like source credibility hold sway on the peripheral path, a more common route that produces fragile shifts in attitude. (Socio-psychological tradition)
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