Scribd Logo
Upload

Welcome to Scribd!

  • VI. Elaboration Likelihood Theory - 1986

    Uploaded by

    ratih nuraini
    9 views10 pages
    The Elaboration Likelihood Model proposes that there are two routes to persuasion: central and peripheral. The central route involves careful thinking and consideration of arguments. It is influenced by motivation factors like personal relevance of the topic. The peripheral route involves quick judgments based on simple cues like the source or likability of the presenter rather than critical thinking. People often use a combination of the two routes when processing messages.

    Original Description:

    Original Title

    5th_SEssion_ELM

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The Elaboration Likelihood Model proposes that there are two routes to persuasion: central and peripheral. The central route involves careful thinking and consideration of arguments. It is influenced by motivation factors like personal relevance of the topic. The peripheral route involves quick judgments based on simple cues like the source or likability of the presenter rather than critical thinking. People often use a combination of the two routes when processing messages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    9 views10 pages

    VI. Elaboration Likelihood Theory - 1986

    Uploaded by

    ratih nuraini
    The Elaboration Likelihood Model proposes that there are two routes to persuasion: central and peripheral. The central route involves careful thinking and consideration of arguments. It is influenced by motivation factors like personal relevance of the topic. The peripheral route involves quick judgments based on simple cues like the source or likability of the presenter rather than critical thinking. People often use a combination of the two routes when processing messages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 10

    VI.

     Elaboration  Likelihood  
    Theory  -­‐  1986  
     
     
    INTRODUCTION  

    *  People  can’t    always  make  conscious  judgment  about  what  


    we  hear.    
    *  Teori  ini  termasuk  wilayah  komunikasi  persuasi.  Diterapkan  
    misalnya  pada  iklan.  
    *  Pertanyaan  dasarnya  :  

     When  and  how  you  will  or  you  will  not  


    be  persuaded  by  messages?  

    2
    THEORY AT GLANCE
     
     
    Ada  2  cara  individu  mengolah  messages  yang  
    diterima  :  
    *  Central  route  :  with  elaboration  and  
    critical  thinking  (means  :  berpikir  aktif,  dan  
    membandingkannya  dengan  pengetahuan  
    yang  sudah  dimiliki)  serta  argumentatif.  
    *  Peripheral  route  :  the  lack  of  critical  
    thinking  
    3
    Which  one  is  central  or  peripheral  route  ?  
    Source:  Psychososial  Stuff-­‐https://www.pinterest.com/pin/12525705186466932/  
    Central  Route  

    * Pikiran  argumentatif.  Pikiran  seperti  ini  akan  


    dipengaruhi  oleh  motivasi.  
    * Motivasi  terdiri  dari  :    
     1.  Involvement/personal  relevance  of  the  topics  
     2.  Diversity  of  argument  
     3.  Personal  predisposition  
    * Must  know  the  issues  !  
     
    6
    Peripheral  Route  

    * Make  judgment  quickly  about  whether  to  


    believe  what  you  hear  or  read  on  the  basis  of  
    simple  cues.  
    * Menggunakan  simple  cues  such  as  source  
    credibility,  people  you  like,  number  of  
    argument  etc.  
     
    7
     
     

    It’s  time  to  slide  film  show  again  !  


     
    For  you,  this  will  through  a  central  
    route  or  peripheral  route?  Why?  
     –  blonde  girl  in  somewhere…  

    8
    Simpulan  

    * We  can’t  always  attend  carefully  for  every  


    messages,  So  ?  
    * People  biasanya  akan  use  combination  
    between  Central  and  Peripheral  route  
    * Sebagai  orang  yang  belajar  komunikasi  :  
    penting  membangun  sikap  untuk  selalu  kritis  
    terhadap  messages.  That’s  your  
    competitiveness  !  
    9
    "An  executive  is  a  person  who  always  
    decides;  sometimes  he  decides  
    correctly,  but  he  always  decides."    
     
    John  H.  Patterson  
    10

    You might also like