Elaboration likelihood model
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The elaboration likelihood model (ELM) of persuasion[1] is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980.[2] The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The ELM proposes two major routes to persuasion: the central route and the peripheral route.
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See also
- Advertising
- Advertising management
- Attitude change
- Cognitive biases
- Cognitive resources
- Consumer behaviour
- Countersignaling
- E-commerce
- Integrated marketing communications
- Marketing
- Marketing communications
- Motivation
- Need for cognition
- Online shopping
- Persuasion
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Advertising models
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