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Elaboration Likelihood Model
Richard Petty & John Cacippio

Interpersonal Communication: Influence


Theory Overview (9th Edition)

Message elaboration is the central route of persuasion that produces major positive attitude change. It occurs when unbiased listeners are motivated and able to scrutinize arguments that they consider strong. Message-irrelevant factors hold sway on the peripheral path, a more common route that produces fragile shifts in attitude. (Socio-psychological tradition)

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