Asked by Amber Gilliam on Feb 18, 2024
Verified
In a brief essay,explain the Elaboration Likelihood Model (ELM).How can ELM be applied by PR practitioners? Illustrate your response with an example of ELM being implemented.
Elaboration Likelihood Model (ELM)
A major persuasion theory explaining that persuasive messages are received by people through two different routes: central and peripheral.
- Understanding the Elaboration Likelihood Model (ELM): - Explanation of the ELM, a theoretical framework developed by Richard E. Petty and John T. Cacioppo in 1986. - Overview of the central idea of the model, which suggests that individuals process persuasive messages through two routes: the central route and the peripheral route. - Explanation of the central route, where individuals engage in careful and thoughtful processing of the message, focusing on the content and arguments presented. - Explanation of the peripheral route, where individuals rely on peripheral cues such as attractiveness or credibility of the source, rather than the message content, to form attitudes or make decisions.
- Application of ELM by PR practitioners: - Discussion of how PR practitioners can utilize the ELM to develop effective communication strategies. - Explanation of how PR practitioners can identify the target audience's motivation and ability to process information, which determines the route of persuasion to be used. - Illustration of how PR practitioners can tailor their messages and communication channels based on the audience's level of motivation and ability to process information. - Explanation of how PR practitioners can use peripheral cues, such as celebrity endorsements or visual elements, to enhance the persuasiveness of their messages.
- Example of ELM being implemented by PR practitioners: - Description of a specific case or campaign where PR practitioners applied the ELM to achieve their communication goals. - Explanation of how the PR practitioners identified the target audience's motivation and ability to process information. - Illustration of how the PR practitioners developed messages and communication strategies based on the identified route of persuasion. - Description of the peripheral cues or strategies used by the PR practitioners to enhance the persuasiveness of their messages.
Verified Answer
PB
Patrick BradyFeb 18, 2024
Final Answer :
ELM is a major persuasion theory which states that persuasive messages are received by people through two different routes: either the central route or the peripheral route.Via the central route,one's mental processing is based on thought,analysis,and reflection.Active thinking internalizes the message,and attitudes formed are more persistent and resistant to change.Via the peripheral route,one's processing is based on mental shortcuts,little effort,thus attitudes formed are more short-lived.With the crescendo of chatter in our world,most messages are processed this way.Since the central route to mental processing is more likely to stick and affect attitude and behavior change,you need to increase the motivation to engage by explaining why your message is relevant and how it affects the receiver personally.You also need to increase the ability to engage by adapting to the receiver's level of understanding and experience and by eliminating distractions.
Learning Objectives
- Understanding the Elaboration Likelihood Model (ELM): - Explanation of the ELM, a theoretical framework developed by Richard E. Petty and John T. Cacioppo in 1986. - Overview of the central idea of the model, which suggests that individuals process persuasive messages through two routes: the central route and the peripheral route. - Explanation of the central route, where individuals engage in careful and thoughtful processing of the message, focusing on the content and arguments presented. - Explanation of the peripheral route, where individuals rely on peripheral cues such as attractiveness or credibility of the source, rather than the message content, to form attitudes or make decisions.
- Application of ELM by PR practitioners: - Discussion of how PR practitioners can utilize the ELM to develop effective communication strategies. - Explanation of how PR practitioners can identify the target audience's motivation and ability to process information, which determines the route of persuasion to be used. - Illustration of how PR practitioners can tailor their messages and communication channels based on the audience's level of motivation and ability to process information. - Explanation of how PR practitioners can use peripheral cues, such as celebrity endorsements or visual elements, to enhance the persuasiveness of their messages.
- Example of ELM being implemented by PR practitioners: - Description of a specific case or campaign where PR practitioners applied the ELM to achieve their communication goals. - Explanation of how the PR practitioners identified the target audience's motivation and ability to process information. - Illustration of how the PR practitioners developed messages and communication strategies based on the identified route of persuasion. - Description of the peripheral cues or strategies used by the PR practitioners to enhance the persuasiveness of their messages.