Elaboration Likelihood Model on Attitude Change

Very Hard Unit 9: Social Psychology Attitudes And Actions

Attitudes can significantly influence behavior across different contexts and social settings. One aspect of this relationship is understood through the framework of the Elaboration Likelihood Model (ELM). According to this model, individuals process persuasive messages through two distinct pathways: the central route and the peripheral route. The central route involves thoughtful consideration of the arguments presented, while the peripheral route relies on superficial cues, such as the attractiveness of the source or emotional appeals.

In a recent study, researchers examined whether the effectiveness of a public health campaign focused on smoking cessation would depend on the processing route chosen by participants. One group received a detailed brochure that provided substantial evidence about the dangers of smoking (central route), while another group was exposed to colorful posters featuring celebrities urging them to quit (peripheral route). After one month, participants were surveyed on their attitudes towards smoking and their reported behaviors regarding smoking.

Based on the ELM, which outcome is most likely to occur?

The central route group will show a greater change in behavior than the peripheral route group.

Both groups will show identical changes in behavior regardless of the route.

The peripheral route group will demonstrate stronger long-term attitude change.

Participants in both groups will have similar initial attitudes after the intervention.

The central route group will display stronger initial attitude change but weaker long-term retention compared to the peripheral group.

Hint

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