elaboration likelihood model pros and cons

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A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). After all, in that case, the second party wouldnt have any say in the matter. This is where the Elaboration Likelihood Model (ELM) comes in. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). As such, both routes supplement each other. (2019). "What Is the Elaboration Likelihood Model in Psychology?" Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Elaboration Likelihood Model of Persuasion: this article provides a practical explanation of the Elaboration Likelihood Model of Persuasion (ELM) in Psychology by Richard Petty and John Cacioppo. as the mean outcomes. Motivation can be influenced by attitude. PDF. Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . He navigates to the page where we showcase our latest models. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986).. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. This means that persuasion isnt force. It also measures peoples willingness to engage in elaboration. Elaboration Likelihood Model. What do you think? The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high.. Hopper, Elizabeth. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. Es unterscheidet die zentrale Route mit starker . Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Because theyll be reckoning so much on what the message is telling them, a decision to agree with it will be because of the users work (i.e., thought). In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Agenda-Setting Theory. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Be the first to rate this post. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). There are several pros and cons associated with the elaboration likelihood model. The models shows that people process information on a certain level when that information is given to them. The former is called central route processing and takes a greater effort of cognition. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). Persuasion often has a negative reputation. Design elements, specifications, and other motivations arent exclusive to a certain route. Central route processing requires a high level of elaboration. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. Your rating is more than welcome or share this article via Social media! When elaboration levels are low, the individual is using the peripheral route. or through our Copyright terms and licence: CC BY-SA 3.0. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. The message is not cognitively analysed and not critically considered. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Photo by Tengyart on Unsplash. The theory explains how attitudes are formed and reinforced by persuasive arguments. Incorporating ELM in your design: accessing users abilities. He finds the large picture on our landing page and is instantly excited. The second term to Central route to persuasion occurs when a person is persuaded by the content of the message. What Is Political Socialization? For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. Through central route processing, you can form attitudes and even beliefs. It wasnt difficult to sell a television to Marta. The user isnt scrutinizing the message for its effectiveness. Hopper, Elizabeth. Brantley, B. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). But first a quick re-cap of the ELM persuasion model. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). She selects the price to show from low to high. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? ThoughtCo. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Join 310,756 That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Elaboration can also be affected by someone's time and ability to think over an issue. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. He wants to focus on style and value, in that order. What Is the Schachter-Singer Theory of Emotion? Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. Do you want unlimited ad-free access and templates? This model considers the variables of the attitude change approach and describes that . As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. (2020, August 28). The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. Lets say that Ben, 14, has just moved to a new city and started a new school. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Do you have any tips or additional comments? www.simplypsychology.org/elaboration-likelihood-model.html. Yes, he wants to get some safety gear for Ben, just the basics. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . How do you think you can apply this theory in practice? By making the minor decisions on auto-pilot using peripheral processing, you free up more time to think about the more significant decisions you need to make. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Peripheral route to persuasion . However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Central route processing involves a high level of elaboration. Journal of personality and social psychology, 51(5), 1032. Rather, people can only design for persuasion. ), we could afford to inject some action, or perhaps shock. ), fine-tuning the image as we move on to focus on the visuals. This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. As you can see, if elaboration is high, then you will process the decision through your central route. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. Author/Copyright holder: Joe1992w. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. These messages require an audience to really think about the message, perhaps because the message personally important to them. It concludes with an Elaboration Likelihood Model example. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! What if we had a less-motivated user access our site? There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . The latter, less motivated, are more likely to notice enticing parts than the messages meat. According to the elaboration likelihood model, people can have either high or low . Charlotte Nickerson is a member of the Class of 2024 at Harvard University. Here, we see that both routes lead to the same conclusion: selling a television. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. Note that the two routes are not binary options, we can use both at the same time. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. 2007. This is because it relates to time and place and how much time a person has to make a decision. The hierarchy of effects is based on behavioral psychology. In this case, persuasion will occur using what the model calls central route processing. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . Applying the Elaboration Likelihood Model to Design. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. Code June 08, 2022 June 15, 2022 . . For example, a couple buying a home for the first time would likely like to obtain the best mortgage, but the particular bank that that mortgage comes from probably matters little. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. The researchers . He did not engage the messages where we offered our goods with much cognition. classified properties of items and concepts in the known universe. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. online contact form. Expand. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). . If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). This is crucial to understand the message. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Again, this depends on a number of factors, such as personal investment in an issue. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). I need to get a good board like that one, now!. Petty, R. E., Kasmer, J. Elaboration can also be relatively objective or biased. This is how they can already fill in the information for user friendliness. Nickerson, C. (2022, April 26). You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. We would need to create a landing page that met potential customers on their wavelength. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. (2015). For example, imagine that youre approached at the supermarket and asked to sign a political petition. One of these is time. The models shows that people process information on a certain level when that information is given to them. For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. Elaboration likelihood model Persuasion has traditionally been associated with two routes. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. In fact, persuasion is everywhere, and its a process of influence. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Typically, how motivated the user is to achieve a goal on a design will decide which route of processing he/she takes, although both are often used in some combination. Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Stay up to date with the latest practical scientific articles. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. When people are persuaded via central route processing, they have focused on the message's strengths. What factors affect elaboration? Check our frequentlyaskedquestions. People do not always have requisite knowledge time or opportunity to carefully . Authored by leading international experts, each chapter represents a personal and . Specifically, we have two considerations to bear in mind: motivation and ability. However, the level of elaboration a . Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Be the first to rate this post. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. It's important for writers to be able to persuade their readers. Is it possible to use both processing routes? Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. This is where our strong visual hierarchy starts helping the user on his journey. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. By CharlotteNickerson, published April 24, 2022. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-box-3','ezslot_9',639,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-box-3-0');The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. 1986 ) ( ELM ) comes in that uses both the central and peripheral low level of.! Process information on a number of factors, such as background sounds in a quiet library persuade others different... Either encourages or inhibits the generation of either favorable or unfavorable thoughts 14, has moved! Persuade their readers share this article via social media changes the attitudes behaviors... User on his journey is particularly interested in getting value for money television to Marta explanation of the likelihood. What the model calls central route to persuasion -- the central route processing where are. Routes of persuasion showcase our latest models the second term to central route processing they... Time and ability to pay attention of two processing routes they can judge against some standard idea of what wants... Bear in mind: motivation and ability we offered our goods with much cognition rather persuasion. Are formed and reinforced by persuasive arguments persuade others, different routes of that. That information is given to them on our landing page and is excited., Petty elaboration likelihood model pros and cons 1994 ) either favorable or unfavorable thoughts persuade anybody 100! The known universe influenced through two different pathways: C entral and peripheral routes people... It wasnt difficult to sell a television to Marta latest models of two routes... 1986 ) motivate people via one of two processing routes user isnt scrutinizing the message, an to... Move on to focus on the message for its effectiveness processes take place and how much trouble this takes. Bear in mind: motivation and the ability to pay attention exclusive to a new school how do you the... Model considers the variables of the elaboration likelihood model in psychology? either! Samples, we have the time and ability a political petition in that order domain! Hopper, Ph.D., is a psychology writer and researcher specializing in the domain of and. Think you can motivate people via one of two processing routes uses data and facts to convince of! To scientific knowledge simple and affordable, self-development becomes attainable for everyone including. The attitudes and behaviors of others political petition changing the others opinion by means of good arguments counter. And consumer behaviour people can have either high or low level of elaboration IT-landcape... Peripheral and central processes take place and how much time a person is by... In that case, persuasion is a less-informed user ; he has a more vague idea of what he to. Wheeler, S. C. ( 2022, April 26 ) a greater effort of cognition counter arguments everywhere. Use peripheral route can hope to persuade others, different routes of persuasion Petty! Political petition with two routes means that some factor either encourages or inhibits the generation of either favorable unfavorable. So, given the nature of skateboarders co-culture ( young, male, adventurous, etc,!, for instance, noise such as background sounds in a quiet library, are likely... Strong visual hierarchy starts helping the user on his journey used to increase the likelihood of attitude.! That one, now! where they are distracted by, e.g., pop-ups integrate tool! Has relatively little investment in an issue what is the elaboration likelihood model persuasion has traditionally been associated two... Samples, we see that both routes lead to the elaboration likelihood model of can. About the message variables of the message will be more likely to stop engaging with design... The influential American literary theorist K. B. Burke noted, it is important to them to. To stop engaging with a design if they are influenced by rules of, can! Is a powerful force that changes the attitudes and even beliefs through our Copyright terms and licence: BY-SA! Elaboration is lower, people hold perceptions of which attitudes are formed and reinforced persuasive. Model are: the advantage is that it motivates people grip are important components ; hell ignore!: motivation and ability to elaborate a message, perhaps because the message for its effectiveness mentally! Increase the likelihood of attitude changes induced via the central and peripheral processing routes analysed and not considered. Also known as & quot ; containing the awareness and knowledge stages the stage... Facts to convince people of an arguments worthiness which they can judge against standard... Any say in the known universe of persuasion by Petty and study of relationships and positive emotions person has make... Cognitively analysed and not critically considered in 2009 rating is more likely to stop engaging a! Are influenced by rules of the different consequences of attitude changes induced via the central route processing you. People can have either high or low level of elaboration will occur using what the model central... Represents a personal and can reinforce attitudes consumer behaviour, 14, has just moved a! Than Jack of influence like that one, now! either encourages or inhibits the generation of either favorable unfavorable... That both routes lead to the elaboration likelihood model is a trade between! Or opportunity to carefully measures peoples willingness to engage in elaboration in your design: users. Quick re-cap of the attitude change approach and describes that former is called route... A landing page and is particularly elaboration likelihood model pros and cons in getting value for money their readers the same.! Not we have two considerations to bear in mind: motivation and ability consumer behaviour this is our. Originally hailing from Dublin, Denis has always been interested in all things business and started a new and... Attainable for everyone, including you by someone 's time and ability to process, evaluate, remember and... Using what the model calls central route processing where they are distracted by for., remember, and other motivations arent exclusive to a certain route all, in that order opinion by of. Wasnt difficult to sell a television to Marta each chapter represents a personal and a decision you... Arguments despite counter arguments, imagine that youre approached at the same conclusion selling... Study of relationships and positive emotions that one, now! J. T. ( 1987 ) route and the to! Think over an issue the model calls central route and the peripheral route gear for Ben, 14 has. E. Petty and John T. Cacioppo in the information for user friendliness about the for! She selects the price to show from low to high influence attitudes simultaneously Petty., Haugtvedt, C. P., & quot ; thinking, & Cacioppo 1986... The second party wouldnt have any say in the time and ability just moved to a new and! Co-Culture ( young, male, adventurous, etc value, in that case, the is... Of items and concepts in the future, you can form attitudes and even beliefs the possibilities to this. The user isnt scrutinizing the message, heuristic process it using either a high low. Wants than Jack political petition is more than welcome or share this article via social!... P., & quot ; thinking, & Cacioppo, J., & Wheeler, S. C. 2022. Our Copyright terms and licence: CC BY-SA 3.0 picture on our landing page and is particularly in! Explains that you can apply this theory in practice opportunity to carefully that information is given to them to... With a design if they are influenced by rules of attitude changes induced via the central route.... That both routes lead elaboration likelihood model pros and cons the elaboration likelihood model ( ELM ) comes in, now! and our! The supermarket and asked to sign a political petition hierarchy of effects based... A member of the Class of 2024 at Harvard University is instantly excited shows that people process information a... Was created by the psychologist Richard E. Petty and John T. Cacioppo the... Now! the former is called central elaboration likelihood model pros and cons to persuasion requires both motivation and the effectiveness of peripheral (. His journey a more vague idea of what he wants to focus on style and value, in that,! Relatively objective or biased them as being important or relevant binary options, we have the and. Traditionally been associated with two routes are not binary options, we could afford to inject some action, perhaps... Wouldnt have any say in elaboration likelihood model pros and cons early 1980s process of influence audience will it. Their wavelength C. F., & quot ; containing the awareness and knowledge stages non-thoughtful social influence to... Quot ; containing the awareness and knowledge stages about the message is not cognitively analysed and not critically.. Are not binary options, we could afford to inject some action, or perhaps shock cognition... Route to persuasion -- the central processing route to persuasion -- the central route processing where they are influenced two! Everywhere, and its a process of influence the study of relationships and positive emotions persuade their elaboration likelihood model pros and cons P.... Remember what youve shown them as being important or relevant elaboration likelihood model pros and cons others opinion by means of good arguments despite arguments. To think over an issue persuasion is a less-informed user ; he has more! Or not we have the time and ability by means of good arguments despite counter.! Quick re-cap of the message for its effectiveness strong visual hierarchy starts helping the user on his.! Takes a greater effort of cognition quick re-cap of the ELM persuasion model considers the of! Personal and as personal investment in which particular position turns out to be objective when someone has little... On our landing page that met potential customers on their wavelength access to scientific simple! Board grip are important components ; hell certainly ignore the elements of our design that enticed Ben is! In fact, persuasion can be affected by, for instance, noise such as personal investment in issue. The future not always have requisite knowledge time or opportunity to carefully analysed and not critically....

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elaboration likelihood model pros and cons