Elaboration Likelihood Model
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In accordance with the concepts presented in the Elaboration Likelihood Model (ELM), individuals with a high-ego level of involvement are more likely to respond to the Central Route Processing method of persuasion. Central Processing focuses on facts and the content of the message in order to convince the audience. As opposed to relying on factors such as the personality of the speaker, or how the message was delivered.
Central Processing works best when the facts presented are strong, the issue has meaning to the listener, and the audience is motivated to listen. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener. Petty and Cacioppo explain that “Attitude changes
that result mostly from processing issue-relevant arguments (central route) will show greater temporal persistence, greater prediction of behavior, and greater resistance to counter persuasion than attitude changes that result mostly from peripheral cues” (Petty & Cacioppo, 1986a, p. 21)
One commonly used technique of persuasion is the use of an authority figure as the ‘speaker’. We are all familiar with the use of these concepts in everyday advertising, where a doctor, lawyer, storekeeper, policeman or parent figure explains, recommends or endorses a product, concept or idea. Based on the premise that viewers will respect the opinion of someone who is knowledgeable, successful or in a position of trust. We defer to authority or the perception of ’inside’ knowledge or specific training or education. Whether through the subtle nuances of authoritative representation, intimidation or fear the power of persuasion is amplified with an emotional reinforcement or appeal to the high-ego’s structural belief system.
To attempt to change an attitude, initial understanding of the target audience’s current attitude is essential. Once accomplished the next step is to determine how the attitude relates to the target audience’s perception of the persuasive message. Determining the proximity or distance of the individual’s position is essential in calculating the shift in attitude necessary to respond to the persuasive argument. In judging a new position an individual adjusts their attitude based on the arguments new position within their latitude of acceptance. Conversely if the judgement places the message within their latitude of rejection, they will also adjust their attitude, in the other direction. Great care and planning can be required to initiate an attitude or position adjustment, even with every precaution there is a fine line in the high ego involvement arguments where persuasion can ‘go’ either way.
In accordance with the concepts presented in the Elaboration Likelihood Model (ELM), individuals with a high-ego level of involvement are more likely to respond to the Central Route Processing method of persuasion. Central Processing focuses on facts and the content of the message in order to convince the audience. As opposed to relying on factors such as the personality of the speaker, or how the message was delivered.
Central Processing works best when the facts presented are strong, the issue has meaning to the listener, and the audience is motivated to listen. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener. Petty and Cacioppo explain that “Attitude changes
that result mostly from processing issue-relevant arguments (central route) will show greater temporal persistence, greater prediction of behavior, and greater resistance to counter persuasion than attitude changes that result mostly from peripheral cues” (Petty & Cacioppo, 1986a, p. 21)
One commonly used technique of persuasion is the use of an authority figure as the ‘speaker’. We are all familiar with the use of these concepts in everyday advertising, where a doctor, lawyer, storekeeper, policeman or parent figure explains, recommends or endorses a product, concept or idea. Based on the premise that viewers will respect the opinion of someone who is knowledgeable, successful or in a position of trust. We defer to authority or the perception of ’inside’ knowledge or specific training or education. Whether through the subtle nuances of authoritative representation, intimidation or fear the power of persuasion is amplified with an emotional reinforcement or appeal to the high-ego’s structural belief system.
To attempt to change an attitude, initial understanding of the target audience’s current attitude is essential. Once accomplished the next step is to determine how the attitude relates to the target audience’s perception of the persuasive message. Determining the proximity or distance of the individual’s position is essential in calculating the shift in attitude necessary to respond to the persuasive argument. In judging a new position an individual adjusts their attitude based on the arguments new position within their latitude of acceptance. Conversely if the judgement places the message within their latitude of rejection, they will also adjust their attitude, in the other direction. Great care and planning can be required to initiate an attitude or position adjustment, even with every precaution there is a fine line in the high ego involvement arguments where persuasion can ‘go’ either way.