Conceptual and Methodological Issues in the Elaboration Likelihood Model of Persuasion: A Reply to the Michigan State Critics of this journal, however, Stiff and Bos- ter returned with new misperceptions and criticisms and were joined by some of their Michigan State associates (Hamilton, Hunter & Boster , 1993; Mongeau & Stiff, 1993; Allen & Reynolds, 1993).â Before providing our comments on the individual critiques, we address some general features of the ELM. The Elaboration Likelihood Modd of Persuasion The ELM assumes that people want to be correct in their attitudes and opinions, but that there are a variety of ways in which a reasonable position may be adopted following exposure to a persuasive message.â In particulx, the ELM focuses on the extent to which peopleâs attitudes are deter. mined by their careful scrutiny of all of the available information in the persuasion environment along the dirnensions central to the perceived merits of the issue (central route to attitude change), versus their reliance on relatively simple âcuesâ in the persuasion setting that determine attitudes via simpler association (e.g., Staats &: Staats, 1958), on-line inference (e.g., Bem, 1972), or memory-based heuristic (e.g., Chaiken, 1987) processes (peripheral route to attitude change).
Communication Theory – Oxford University Press
Published: Nov 1, 1993
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