Question

A theory stating that there are two ways in which persuasive messages can cause attitude change, each differing in the amount of cognitive effort they require, is known as the ___:

a) Persuasion Hierarchy Model
b) Cognitive Dissonance Theory
c) Elaboration Likelihood Model
d) Social Cognitive Theory

Answer 1

The Elaboration Likelihood Model, developed by Petty & Cacioppo, explains two routes of persuasion - central and peripheral, with central involving more cognitive effort and typically resulting in longer-lasting attitude changes.

Step-by-step explanation:

The theory stating that there are two ways in which persuasive messages can cause attitude change, each differing in the amount of cognitive effort they require, is known as the Elaboration Likelihood Model (ELM). Developed by Petty & Cacioppo in 1986, the ELM proposes two main routes to persuasion: the central and the peripheral routes.

The central route involves a high level of cognitive effort and attention to the content of the message, focusing on logical arguments and evidence. Conversely, the peripheral route relies on superficial cues, such as the attractiveness of the speaker or the emotion evoked by the message, requiring less cognitive engagement.

Effective persuasion through the central route generally results in more durable attitude changes, as individuals internalize the arguments presented. Thus, understanding the ELM is crucial in crafting persuasive communications in advertising, public health campaigns, and interpersonal persuasion. For instance, a car company might use the central route by presenting data on a car’s safety features and fuel efficiency to persuade consumers.