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Elaboration Likelihood Theory

  • By: Don Rodney Vaughan
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

John Cacioppo and Richard E. Petty's elaboration likelihood theory (ELT) deals with the ways in which communicators process persuasive messages. The theory describes two cognitive levels through which communicators process issue-related arguments and explains how these two routes ...

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