Elaboration Likelihood
Elaboration Likelihood
The Elaboration Likelihood Model shown above was developed by Richard Petty and John Cacioppo of The Ohio State University. The model consists of patterns of influence that a person uses to develop a change in attitude. Their studies revolve around the central route and the peripheral route.
The central route is a rational procedure of thinking about the affects of a decision. A person using this route would attempt to rationalize the pieces of information to find out if it is a instance that will produce a strong or weak attitude change.
The peripheral route is a sort of shortcut to making a decisions. It is not as involved a method as the central, and produces temporary changes in attitude.
These two routes will be the focus of our project on The Elaboration Likelihood Model.
A link to relational dialectics, a similar communication theory.