Elaboration Likelihood Model: How We Process Persuasion скачать в хорошем качестве

Elaboration Likelihood Model: How We Process Persuasion

Why do some messages lead to lasting persuasion while others fade as quickly as they arrived? In this episode of Communication Campus, Dr. Malynnda Stewart explains the Elaboration Likelihood Model (ELM), developed by Richard Petty and John Cacioppo, which explores how people process persuasive messages through two distinct routes: central and peripheral. ELM shows us that deep, thoughtful processing (the central route) creates stronger, more enduring change, while surface-level cues (the peripheral route) often lead to temporary shifts. Understanding these pathways helps us see why persuasion works differently depending on motivation, ability, and context. 📚 What You’ll Learn in This Episode: The two persuasion routes: central vs. peripheral How motivation and ability influence message processing Why central route persuasion is longer lasting Examples of ELM in advertising, politics, and everyday life 🎓 About the Series: This episode is part of the Intro to Communication Theories playlist, where graduate-level concepts are explained in clear, engaging ways for students, educators, and anyone curious about how communication shapes our world. 💬 Let’s Connect: If you enjoy this video, subscribe to Communication Campus and hit the notification bell for more episodes covering key communication theories. #CommunicationTheory #ElaborationLikelihoodModel #PettyAndCacioppo #Persuasion #AttitudeChange #GraduateStudies #CommunicationCampus