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Elaboration
Likelihood Model (ELM)
Petty
and Cacioppo's Elaboration Likelihood Model
Two
"Routes" to Persuasion
Involvement
and Cognitive Responses
Argument
Quality
Argument
Quantity
Source
Factors
Evaluation
of the ELM
Glossary
References
Self-Test
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Glossary
argument
quality:
arguments that are strong, cogent, powerful, forceful,
convincing
argument quantity: number of arguments in a message
biased testimony: a message from a source who is
speaking in favor of his or her own self-interests
central route to persuasion: occurs when the receiver
thinks about the content or arguments of a message; requires
both ability and motivation to think about the message
cognitive, cognition: thoughts or ideas
elaboration: thoughts
favorable thoughts: ideas that agree with the point of
a persuasive message
involving topic: the message concerns a subject that is
important to the receiver
objective sources: sources who do not have any
self-interest in the topic of the message
peripheral route to persuasion: occurs when the
receiver agrees with a message because of a shortcut or cue
(credible source; large number of arguments; occurs when the
receiver lacks ability or motivation to think about the
message (or both)
reluctant testimony: a message from a source who is
speaking against his or her own self-interests
unfavorable thoughts: ideas that disagree with the
point of a message
uninvolving topic: the message concerns a subject that
is not important to the receiver
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