Theory Key Names
Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text
Normal (click on theory name to show detail) | Show All details | Clear details
Chapter 15—Elaboration Likelihood Model
- Richard Petty and John Cacioppo
- Psychologists from Ohio State University and the University of Chicago respectively, who created the elaboration likelihood model of persuasion.
- Central route
- Message elaboration; the path of cognitive processing that involves scrutiny of message content.
- Peripheral route
- A mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue.
- Robert Cialdini
- Arizona State University researcher who has identified six peripheral cues that trigger automatic responses.
- Message elaboration
- The extent to which a person carefully thinks about the issue-relevant arguments contained in a persuasive communication.
- Need for cognition
- Desire for cognitive clarity; an enjoyment of thinking through ideas even when they aren’t personally relevant.
- Biased elaboration
- Top-down thinking, in which predetermined conclusions color the supporting data.
- Objective elaboration
- Bottom-up thinking, in which the facts are scrutinized without bias; seeking truth wherever it might lead.
- Strong arguments
- Claims that generate favorable thoughts when examined.
- Source credibility
- Audience perception of the message source’s expertise, character, and dynamism; typically a peripheral cue.
- Paul Mongeau and James Stiff
- An Arizona State University researcher and a communication consultant who charge that ELM’s descriptions are imprecise and ambiguous and thus cannot be adequately tested.
- Louis Penner and Barbara Fritzsche
- University of South Florida psychologists whose study of Magic Johnson’s HIV announcement suggests that the effect of even powerful peripheral cues is short-lived.
- Thomas Nilsen
- A professor emeritus from the University of Washington who proposes that persuasive speech is ethical to the extent that it maximizes people’s ability to exercise free choice.
You can access the Key Names for a particular chapter in several ways:
- Switch to View by Theory, then select the desired theory/chapter from the drop-down list at the top of the page. Look in the list of available resources.
- To quickly find a theory by chapter number, use the Table of Contents and link from there. It will take you directly to the theory with available options highlighted.
- You can also use the Theory List, which will take you directly to the theory with available options highlighted.
Back to top