Publisher Summary
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.

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The elaboration likelihood model of persuasion

Das Elaboration Likelihood Modell (ELM) wurde in den 1980er Jahren von den Sozialpsychologen Richard E. Petty und John T. Cacioppo mit dem Ziel entwickelt, die prozesshafte Verarbeitung persuasiver Botschaften zu erklaren und Einstellungsveranderungen in Abhangigkeit von der Rezeptionssituation, den Eigenschaften einer persuasiven Botschaft und individuellen Voraussetzungen des Rezipienten vorherzusagen. Die zentrale Veroffentlichung dieser Persuasionstheorie ist das 1986 erschienene Buch Communication and persuasion: Central and peripheral routes to attitude change. In diesem Schlusselwerk der Medienwirkungsforschung werden das ELM und seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert. Daruber hinaus diskutieren die Autoren methodische Schwierigkeiten bei der Uberprufung ihrer Annahmen sowie Konsequenzen der verschiedenen Elaborationsrouten. Communication and persuasion bietet damit einen detaillierten Uberblick zu einem der wichtigsten Zwei-Prozess-Modelle der persuasiven Kommunikationsforschung.

Communication and Persuasion: Central and Peripheral Routes to Attitude Change

▪ Abstract We review empirical and conceptual developments over the past four years (1992–1995) on attitudes and persuasion. A voluminous amount of material was produced concerning attitude structure, attitude change, and the consequences of holding attitudes. In the structure area, particular attention is paid to work on attitude accessiblity, ambivalence, and the affective versus cognitive bases of attitudes. In persuasion, our review examines research that has focused on high effort cognitive processes (central route), low effort processes (peripheral route), and the multiple roles by which variables can have an impact on attitudes. Special emphasis is given to work on cognitive dissonance and other biases in message processing, and on the multiple processes by which mood influences evaluations. Work on the consequences of attitudes focuses on the impact of attitudes on behavior and social judgments.

Attitudes and attitude change

Evidence for the role of affective states in social judgments is reviewed, and a new integrative theory, the affect infusion model (AIM), is proposed as a comprehensive explanation of these effects. The AIM, based on a multiprocess approach to social judgments, identifies 4 alternative judgmental strategies: (a) direct access, (b) motivated, (c) heuristic, and (d) substantive processing. The model predicts that the degree of affect infusion into judgments varies along a processing continuum, such that judgments requiring heuristic or substantive processing are more likely to be infused by affect than are direct access or motivated judgments. The role of target, judge, and situational variables in recruiting high- or low-infusion judgmental strategies is considered, and empirical support for the model is reviewed. The relationship between the AIM and other affect-cognition theories is discussed, and implications for future research are outlined.

Mood and judgment: the affect infusion model (AIM).

Procedures for examining whether treatment effects on an outcome are mediated and/or moderated have been well developed and are routinely applied. The mediation question focuses on the intervening mechanism that produces the treatment effect. The moderation question focuses on factors that affect the magnitude of the treatment effect. It is important to note that these two processes may be combined in informative ways, such that moderation is mediated or mediation is moderated. Although some prior literature has discussed these possibilities, their exact definitions and analytic procedures have not been completely articulated. The purpose of this article is to define precisely both mediated moderation and moderated mediation and provide analytic strategies for assessing each.

/pdf/when-moderation-is-mediated-and-mediation-is-moderated-4sr3hzjm8t.pdf

When moderation is mediated and mediation is moderated

Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion.

/pdf/central-and-peripheral-routes-to-advertising-effectiveness-3df6ux9pca.pdf

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. In each study, Ss were exposed to a persuasive communication following a positive or neutral mood induction. In both studies, positive mood produced more positive attitudes toward the advocacy, but positive mood influenced the positivity of Ss' thoughts only under high-elaboration conditions. Path analyses showed that positive mood had a direct effect on attitudes in the low-elaboration conditions but influenced attitudes indirectly by modifying the positivity of thoughts in the high-elaboration conditions. Does a positive mood facilitate persuasion? Many of the initial studies addressing this question suggested that manipulations inducing a positive mood either just before or during a persuasive communication increased the likelihood of attitude change (e.g., Biggers & Pryor, 1982; Dribben & Brabender, 1979; Srull, 1983). These "main effect" findings were so consistent that in reviewing the work on positive affect and persuasion, McGuire (1985) concluded that Persuasive impact is greater if the person is in a happy, benevolent mood when the message comes, noshing on peanuts and soda (Janis, Kaye, and Kirschner, 1965), watching a good program (Krugman, 1983), and with pleasant musical background (Galizio and Hendrick, 1972), an appropriately scented other (Baron, 1983), a smile on one's face (Laird, 1974), nodding one's head (Wells and Petty, 1980), or relaxed in posture (Petty, Wells, Heesacker, Brock, and Cacioppo, 1983). (p. 285) Since 1985, however, the picture has become more complicated. In particular, recent studies have found that positive

Positive Mood and Persuasion: Different Roles for Affect Under High- and Low-Elaboration Conditions

We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that, despite the appearance of equal effectiveness on the dimensions of extremity, persistence, and confidence, type of advertising repetition strategy differentially influences the extent to which individuals resist change in the face of a counterpersuasive attack.

Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength

History of Consumer Psychology

Ethnicity, Race, and Brand Connections

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