Elaboration Likelihood Model

The sophistication model of Richard Petty and John Cacioppo is based on the description of Daniel J. O'Keefe in his article "Possibility model of sophistication". One degree is the motivation for recipients to participate in presentations, and the second is the ability for participants to participate. I would like to understand more deeply what factors influence the recipient's motivation and ability. In order to motivate the recipient he / she must participate in the topic.

A particularly popular model explaining persuasive power is an improvement of the likelihood model of persuasion (Petty & Cacioppo, 1986). The detailed likelihood model determines when an attitude change occurs, taking into account the variables of the attitude change method, that is, the characteristics of the source of the persuasive message, the content of the message, and the viewer's characteristics. According to the detailed possibility model of persuasion, there are two main paths that play a role in providing persuasive information: the center and the surroundings ()

The popular model used as a principle of persuasion work is the improved possibility model created by Richard E Petty and John T Cacioppo. An elaborate possibility model (ELM) states that there are two paths that can handle persuasive messages: central routing and peripheral routing. This relatively new persuasive model was developed in 1980 to attempt to "explain how persuasive information changes the recipient's attitude" (Moore, 2001). Center and its surrounding routes: Both are effective persuasion methods, but each has strategies and guidelines to make it more effective. Understanding the two compelling approaches described in the refinability possibility model is important to the persuasion process.

A sophisticated possibility model refers to two different persuasion methods, the center and the periphery. The central approach to persuasion depends on careful consideration of the discussion. People engaged in such persuasion are actively involved in this process. On the contrary, when the listener decides to agree on the message based on clues other than the strength of the argument, surrounding persuasion occurs. This can happen when a trusted speaker approves the product, which makes it possible for consumers to avoid a positive decision making process when forming brand opinion