Elaboration Likelihood Model (ELM)
1. Components of an attitude
2. ELM was developed to explain the conflicting results in the attitude change literature.
3. Elaboration likelihood refers to the probability that a person will carefully analyze and attempt to comprehend (i.e., elaborate) the information contained in a persuasive mesage.
4. Two routes to persuasion
(Source: Kenrick, Neuberg, & Cialdini, 2002)
A. Central route: Persuasion that occurs when people carefully think about a communication and are influenced by the nature of its arguments (Franzoi, 2000).
B. Peripheral route: Persuasion that occurs when people do not think carefully about a message content and are instead influenced by superficial factors surrounding the communication.
5. Attitude change that occurs through the central route is stronger, more resistant to counterarguments, and more predictive of behavior than attitude change that results from the peripheral route (Franzoi, 2000).
6. Central and peripheral processes exist on a continuum. Both are typically operating to some extent.
7. Message variables may play multiple roles in ELM messages
A. Example: positive mood
(1) When people are unable or unwilling to devote cogntive resources to evaluating the message content, positive mood increases peripheral processing through simple inference.
(2) When moderate cognitive resources are devoted, positive mood increases the time spent thinking about the message.
(3) When considerable cognitive resources are devoted, positive mood biases the nature of the thoughts that come to mind when processing the message content.
B. Example: Number of arguments and strength of arguments (Petty video segment)
8. In general, the peripheral route is used when personal relevance is low or:
A. people are distracted.
B. people have a low need for cognition.
9. The peripheral route is typically used when personal relevance is low and:
A. expert or attractive sources are used.
B. positive mood is created.
C. premessage expectations are disconfirmed.
D. the mere exposure effect is used.
10. Applying ELM: The CDC campaign to reduce HIV infections
CDC has announced a new approach to HIV prevention that will involve intensive prevention outreach and services to those living with the disease. CDC estimates that new HIV infections could be cut in half in the United States in the next four years. SAFE, the Serostatus Approach to Fighting the HIV Epidemic, initially focuses on expanding voluntary counseling and testing programs to reach all individuals living with HIV infection, including the estimated 200,000 - 275,000 Americans who are infected with HIV, but don’t yet know it.
There are several reasons to intensify efforts to reach infected individuals:
First, individuals who know they are infected can benefit from prophylaxis for opportunistic infections, monitoring of their immune status, antiretroviral therapy (when recommended), and, if needed, substance abuse and/or mental health treatment.
Second, studies indicate that after learning their HIV status, most infected individuals take steps to protect their partners.
Third, new HIV therapies, by lowering viral load, may reduce the degree of infectiousness. While antiretroviral therapy will not eliminate transmission of HIV, it could reduce it.
CDC believes those who are unaware of their HIV status–and consequently not receiving prevention and care services–are contributing significantly to new HIV infections.
Task: Outline a SAFE program that has components of both central processing and peripheral processing.