Elaboration Likelihood Model Critique Essay - 1465 Words

The Elaboration Likelihood Model has been hailed by some as â€Å"unquestionably the most influential recent theoretical development in persuasion research† (O’Keefe, 2002). Even if this is the case, it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration likelihood model is the vacuous nature of the â€Å"argument strength† component. Although this criticism is useful for pointing out an area of the model that can be fine-tuned, any perceived shortcomings due to the argument strength concept can be mitigated through a creative application of other areas of the model. One of the largest criticisms of the elaboration likelihood model (hereafter ELM) pertains to the nature of â€Å"argument strength†.†¦show more content†¦If the persuaded possesses high elaboration due to high topic relevance, a strong argument will manipulate that variable. If the persuaded has a high need for cognition, this can be expl oited to form a strong argument, and so on. If it has been identified that the central route of persuasion on an audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since relevance is what captures the audience’s attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase, the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer’s concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these ways utilize the customer’s judgment of high relevance to the situation to construct a strong argument. The need for cognition isShow MoreRelatedSummary Communication Theory13084 Words   |  53 Pagestheory? A communication theory explains how the exchange of messages works and which factors influence the way we understand messages or rather assign meaning to them. What are the essential components of the basic communication model? The basic communication model consists of a speaker who is the sender. He has a thought and encodes his thought into a message (=text) with a medium such as words (noise source). The message is transmitted through a channel. The hearer or rather receiver decodesRead MoreSummary Communication Theory13076 Words   |  53 Pagestheory? A communication theory explains how the exchange of messages works and which factors influence the way we understand messages or rather assign meaning to them. What are the essential components of the basic communication model? The basic communication model consists of a speaker who is the sender. He has a thought and encodes his thought into a message (=text) with a medium such as words (noise source). The message is transmitted through a channel. The hearer or rather receiver decodesRead MoreAn Essay on Strong vs Weak Theory of Advertising3131 Words   |  13 Pagesthese two theories are discussed thoroughly to understand how advertising works; furthermore some models of each of the theory are also discussed to extend the understanding. Finally comparisons between the theories are drawn to generate a proper conclusion of ‘Strong’ and ‘Weak’ theory debate of advertising. To begin with, a thorough discussion about the strong theory and its supporting models. Strong theory of advertising defined by Koekemoer (2004) as advertising is capable of affectingRead MoreCommunication- Is It an Art or a Science ? Let Us See...........7412 Words   |  30 PagesCHAPTER MEANING, TYPES AND MODELS OF COMMUNICATION *Dr. AJAY KUMAR ATTRI Lecturer, Deptt. Of Education, MLSM College Sundernagar; Mandi (H.P) †¢ INTRODUCTION Over time, technology has progressed and has created new forms of and ideas about communication. The newer advances include media and communications psychology. Media psychology is an emerging field of study. These technological advances revolutionized the processes of communication. Researchers have divided how communication was transformedRead MoreEssay on Understanding Change15189 Words   |  61 Pagesof Change 1.6.1 Conflict, flux, and change 1.6.2 People are active agents 1.6.3 The critique of the spectator view of knowledge 1.7 Summary Study questions Exercises Further reading References 4 6 6 7 8 13 16 18 20 22 24 24 25 28 28 29 30 33 35 35 36 36 4 UNDERSTANDING CHANGE 1.1 Introduction This chapter lays the framework for this book by arguing that organizational change is developed within models and frameworks that inform our understanding of the subject. In this chapter we willRead MoreBeyond Visual Metaphor. a New Typology of Visual Rhetoric in Advertising9528 Words   |  39 Pagesdistinguishes nine types of visual rhetorical figures according to their degree of complexity and ambiguity. We then derive empirically testable predictions concerning how these different types of visual figures may influence such consumer responses as elaboration and belief change. The article concludes with a discussion of the importance of marrying textual analysis, as found in literary, semiotic and rhetorical disciplines, with the experimental methodology characteristic of social and cognitive psychologyRead MoreLiterature Review on Consumer Behaviour16053 Words   |  65 Pagesdevelopments within the field of consumer research. The Traditional Perspectives on Consumer Research This first section outlines the perspectives that emerged during the traditional-positivist era in consumer research. Thus, a brief discussion on the early models of buyer behaviour, proposed by economists is presented, followed by a discussion on each of the traditional perspectives in consumer research that emerged thereafter. These are the behavioural, cognitive, trait, motivational, attitudinal, and situationalRead MoreModels of Communication7544 Words   |  31 PagesCommunication (New York: McGraw-Hill Book Co., 1972), Chapter 2, â€Å"Communication Models.† A.  Ã‚  Ã‚   What is a Model? 1.  Ã‚  Ã‚  Ã‚   Mortensen: â€Å"In the broadest sense, a model is a systematic representation of an object or event in idealized and abstract form. Models are somewhat arbitrary by their nature. The act of abstracting eliminates certain details to focus on essential factors. . . . The key to the usefulness of a model is the degree to which it conforms--in point-by-point correspondence--to the underlyingRead MoreReference Letter from Employer5583 Words   |  23 Pagesgoals with integrity. I have only touched upon the most important abilities of this highly qualified and motivated individual. With this letter, I can highly recommend John Smith for admission to the Harvard Business School. If you require any elaboration, please call me. To whom it may concern: I think extremely highly of Hongbin Wu, and therefore it is my great pleasure to write a letter of recommendation on his behalf, for entrance into your MBA program. I have known Hongbin for more than oneRead MoreScly1 Past Papers7036 Words   |  29 Pagesreference to the mass media without necessarily tying it to the specifics of the question; similarly, others referred to the commercialisation of childhood without linking this explicitly to the question. Many students compared various cross-cultural models of childhood, and in some cases contrasted these with the experience of childhood in modern industrial societies. Relatively few students were able to differentiate between stages of childhood, or address gender or class differences. Overall only