Elaboration likelihood model
- Description of Theory.
- Practical Application.
The American media has become quite adept at attracting the attention of consumers. Although many of the methods used to capture attention appear to be random to the laymen, in actuality, there are a host of theories that are used in an effort to motivate and persuade the observer into taking action. These theories have bee well examined and developed by advertisers, sociologists and researchers attempting to understand what promulgates individual motivation and how this motivation can be shaped toward developing positive outcomes overall. Given that understanding human motivation is such an important issue for a wide range of disciplines, there is a clear impetus to examine the theories that have been proposed with respect to this process. Using this as a basis for investigation, this research considers an examination of the elaboration likelihood theory as developed by Petty and Cacioppo in 1979.
[...] Practical Application With the basic context of the elaboration likelihood model clearly elucidated, it is now possible to consider the practical situations in which the model could be applied. In order to accomplish this task, a targeted behavior will be identified and a variable and/or process from the ELM will be identified to explicate the behavior. Finally, a description of how the variable or process can explain the behavior will be addressed. By utilizing the scenario presented at the beginning of this investigation, it will be possible to examine the specific manner in which the elaboration likelihood model can be utilized in practice. [...]
[...] Because the image and messages being sent by Kerry did not have a positive influence on Dave, he was unable to support the Democratic Party Conclusion The elaboration likelihood model is one that provides the researcher with the necessary tools to evaluate the attitudes and beliefs of target audiences before and after a particular event occurs. Although this data can serve as the basis for elucidating the particular methods that are utilized by the individual or information processing, the reality is that the results garnered in this research context and not be widely applied or generalized. [...]
[...] Other authors examining the specific context of the elaboration likelihood model have argued that the descriptive nature of the model provides a clear understanding of what types of behaviors will occur. According to Wegener and Claypool (1999) term elaboration was chosen for the ELM, in part, to reflect the idea that people processing information about an attitude object often go beyond the content of message arguments (in contrast to prior message-learning approaches in which more passive reception and retention of the presented message arguments was the supposed key to attitude change? (p. [...]