The Second Edition of The SAGE Handbook of Persuasion: Developments in Theory and Practice provides readers with logical, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues that will be of interest to interpersonal and mass communication researchers as well as to psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion, to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and provides research strategies for addressing those challenges.
Chapter 9: The Elaboration Likelihood Model
The Elaboration Likelihood Model
The elaboration likelihood model (ELM) of persuasion is a “dual process” approach to social information-processing phenomena that is focused specifically on persuasion (Petty & Cacioppo, 1986; Petty & Wegener, 1999). The central idea of the ELM is that two different basic kinds of persuasion processes can be ...