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Chapter : The Elaboration Likelihood Model

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The Elaboration Likelihood Model
The elaboration likelihood model

Attitudes are not always formed as the result of a conscious thought process: they can form through emotional means, in other words, a gut feeling can develop. Equally, attitude change comes about from both routes, the conscious (cognitive) route or the emotional (affective) route. Petty and Caccioppo (1983) defined the cognitive route as the direct route, and the affective route as the peripheral route to attitude change.

The same authors outlined the elaboration likelihood model (Petty et al., 1983). This proposes that, in any situation, the person's level of involvement and ability to process information will be the key factors in determining which route predominates. If ...

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