Transcript Elaboration Likelihood Model of Persuasion

Elaboration Likelihood
Model of Persuasion
A HEALTH COMMUNICATION MESSAGING MODEL
- Swathi Sridhar
Outline:
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Health communication through persuasion
Elaboration Likelihood Model (ELM)
Key Features of ELM model
Example for each routes of information processing
Two video activity
Health Communication:
● Short powerful message → Efficient format
● Messaging characteristics
○ Message characteristics
○ Source Characteristics
○ Target characteristics
● Goal of health communication → Proximal mediators
“Attitude”.
Health Communication:
Elaboration Likelihood Model
(ELM) :
“Attitudes can be formed or
changed based on the amount
and nature of thinking and if we
could change a specific attitude
towards a behavior, then we
could change the behavior ”
What is ELM?
● Attempt to change attitude → Elaboration = Thinking
process → likeliness to persuasion → behavior
change.
● Use- Tailoring health communication (message)
History:
• Dr. Richard E Petty and Dr. John T Cacioppo (1986,
1996)
• Social psychology theory – persuasive messaging
• Most influential of information change dual process
models
Central Tenets of ELM
• Degree of elaboration is determined by a) motivation b) ability to
think
• Information process = continuum of elaboration (low end - high
end) with 2 routes of processing a) Peripheral route b) Central
route
• Depending on where people fall on the continuum (i.e the degree of
elaboration), variables influence differently.
• Degree of elaboration in persuasion determines the attitude
consequence.
How we process information? - Two routes to persuasion
Peripheral cues
Intellectually engaging
CENTRAL ROUTE PROCESSING (Cognitive)
PERIPHERAL ROUTE PROCESSING (Associative)
Central Route Example
Target-
mot. & ability
Message
*Statistics
*Perceived threat
*Quality of argument
Source
*CDC
High involvement messaging
Careful scrutiny of information
Enduring Attitude formation
Behavioral Intention
PERIPHERAL ROUTE EXAMPLE
Peripheral cues: mood (Target)
Surface factors: simple (Message)
Source: CDC, web MD (Source)
Expedited Judgment formation
Behavioral intention – Temporary
THE THEORY OF TRIADIC INFLUENCE
Levels of
Causation
Ultimate
Causes
Intrapersonal Stream
Biological/Nature
BIOLOGY/
PERSONALITY
1
Social/
Personal
Nexus
Dista
lInfluences
Expectancies
& Evaluations
2
Sense of
Self/Control
Self
Determination
Proxima
lPredictors
Decision
s
8
Skills:
Social+General
14
SOCIAL
SITUATION
4
Interpersonal
Bonding
Others’
Beh & Atts
9
10
Motivation
to Comply
Perceived
Norms
15
SELF-EFFICACY
BEHAVIORAL
CONTROL
Cultural/Attitudinal Stream
Nurture/Cultural
3
Social
Competence
7
13
Affect and
Cognition
s
Social/Normative Stream
CULTURAL
ENVIRONMENT
5
Interactions w/
Social Instit’s
12
Values/
Evaluations
16
20
Information/
Opportunities
11
Knowledge/
Expectancies
17
21
DECISIONS/INTENTION
S
22
Trial
Behavior
EXPERIENCES: Expectancies -- Social Reinforcements -- Psychological/Physiological
Experiences
23
18
ATTITUDES
TOWARD THE
BEHAVIOR
SOCIAL
NORMATIVE
BELIEFS
19
6
Video Activity:
1. https://www.youtube.com/watch?v=Aq9mkRr_E7c
2. https://www.youtube.com/watch?v=GSZyZMOzRs0
1. What route of persuasion attempt is used in these Videos?
2. Identify:
• Message characteristics
• Target characteristics
• Source characteristics
• Audience factors
• Processing approach
• Persuasion outcome
• How likely are you to perform the behavior based on the commercial?