Cacioppo, John T.; Petty, Richard E.
January 1984
Advances in Consumer Research;1984, Vol. 11 Issue 1, p673
Academic Journal
Multiple "routes" to persuasion have begun to appear in analyses of consumer attitudes and attitude change. In the present paper, we review our elaboration likelihood model of persuasion and we discuss the place of our central and peripheral routes to persuasion in this model. It is concluded that the various routes that have been proposed recently can be placed along a dimension of elaboration likelihood, with the interesting theoretical questions being whether the predictions made by these various models and the elaboration likelihood model actually differ, and if so, which predictions are empirically supported.


Related Articles

  • SOURCE FACTORS AND THE ELABORATION LIKELIHOOD MODEL OF PERSUASION. Petty, Richard E.; Cacioppo, John T. // Advances in Consumer Research;1984, Vol. 11 Issue 1, p668 

    The Elaboration Likelihood Model of persuasion (ELM) is discussed as it relates to source factors in persuasion. The ELM proposes that under low elaboration likelihood, source factors serve as simple acceptance or rejection cues, under moderate elaboration likelihood source factors guide the...


    The article focuses on a study to examine the effect of cognitive elaboration (CE) in the reactions of consumers to comparative advertising. Findings are that marketers of familiar brands can use moderately intense comparisons in their advertising, however, marketers of unfamiliar brands should...

  • Need for Cognition and Attitude Persistence. Haugtvedt, Curtis P.; Petty, Richard E. // Advances in Consumer Research;1989, Vol. 16 Issue 1, p33 

    The attitudes of individuals exposed to a television advertisement were assessed immediately after viewing and two days later. Based on predictions derived from the Elaboration Likelihood Model, it was predicted the attitudes of individuals scoring high in need for cognition would be more...

  • The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward the Ad. Lord, Kenneth R.; Lee, Myung-Soo; Sauer, Paul L. // Journal of Advertising;Spring95, Vol. 24 Issue 1, p73 

    Two competing hypotheses relative to the formation of attitude toward the ad (Aod) provide the basis for an experiment. The peripheral-cue hypothesis views Aod as an outcome of consumer response to executional elements of an ad while the combined-influence hypothesis anticipates a joint effect...

  • The Persuasiveness of Electronic Word of Mouth on Attitudes and Behaviors: An Elaboration-Likelihood-Model Perspective. Shreffler, Megan B. // International Journal of Sport Communication;Sep2014, Vol. 7 Issue 3, p377 

    The Internet has become a competitive platform from which organizations can market their services and consumers can garner information through electronic word of mouth (eWOM). While eWOM has been examined in many different contexts, little research has been done on the impact of eWOM in a sport...

  • Online Shopping Interface Components: Relative Importance as Peripheral and Central Cues. Warden, Clyde A.; Wann-Yih Wu; Dungchun Tsai // CyberPsychology & Behavior;Jun2006, Vol. 9 Issue 3, p285 

    The Elaboration Likelihood Model (ELM) uses central (more thoughtful) and peripheral (less thoughtful) routes of persuasion to maximize communication effectiveness. This research implements ELM to investigate the relative importance of different aspects of the user experience in online shopping....

  • Effects of Involvement on On-line Brand Evaluations: A Stronger Test of the ELM. Park, Jong-Won; Hastak, Manoj // Advances in Consumer Research;1995, Vol. 22 Issue 1, p435 

    The Elaboration Likelihood Model predicts differences in the processes mediating persuasion effects for involved and uninvolved audiences -- but only in those situations where persuasion occurs on-line, i.e., daring message exposure. However, previous tests of the ELM have failed to provide...

  • HOW DO FIGURES OF SPEECH, CUE RELATEDNESS, AND MESSAGE INVOLVEMENT AFFECT CONSUMER ATTITUDE PERSISTENCE? Jing Jiang; Xiaobo Tao // Social Behavior & Personality: an international journal;2012, Vol. 40 Issue 2, p201 

    The article presents a study on consumer attitude formation and persistence that focuses on verbal peripheral cues, figures of speech in advertising headlines, and the consumer's willingness to be persuaded by the message. The research methodology includes the elaboration likelihood model,...

  • THE ELABORATION LIKELIHOOD MODEL: LIMITATIONS AND EXTENSIONS IN MARKETING. Bitner, Mary J.; Obermiller, Carl // Advances in Consumer Research;1985, Vol. 12 Issue 1, p420 

    The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and...


Read the Article

Courtesy of AIRBUS FRANCE S.A.S.

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics