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. [...]
[...] Perspective Considering the specific perspective utilized by the elaboration likelihood model, Dijkstra (1999) has noted that this model is one that is one that is predicated upon the social psychological. In order to illustrate this point, one only needs to examine the specific elements of the model in order to demonstrate the manner in which the social and psychological play a role in the development of the model. With respect to the psychological element, Wheeler and Bizer (1999) clearly note that ELM focuses on the specific attitudes that are internalized by the individual for the processes of decision making. [...]
[...] As such, this limitation of the elaboration likelihood model must be taken into consideration when developing research studies that utilize this framework for understanding. If the researcher is to effectively make generalizations about specific behaviors observed, these generalizations can only be made in the context of the target audience involved in the experiment as well at the particular event that is being observed. Despite the considerable limitations that are associated with this research method, it is evident that the data collected in this context can provide considerable information for researchers to effectively understand what promulgates human behavior and motivation. [...]
[...] Finally, Petty, Wheeler and Bizer (1999) in their examination of the elaboration likelihood model argue that, at its core, ELM focuses on the specific attitudes that are held by the individual before a message is sent. Attitudes are important because they will ultimately impact the way in which the individual understands and interprets a message. While attitudes serve as the basis for how the individual will receive the message, the goal for researchers is to discern how the individual will interpret the message once received. [...]
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