(12) The Psychology of Persuasion – The Elaboration Likelihood Mdoel

//(12) The Psychology of Persuasion – The Elaboration Likelihood Mdoel

Whether in advertising, in politics or in everyday conversation with acquaintances or friends: Persuasion is omnipresent.
Especially in advertising, persuasion attempts are rarely based on substantial arguments.
Instead, marketers often introduce (supposed) experts, celebrities or seducing
background music. Quite often even beautiful models are photoshopped and speaker voices are
made even more enjoyable by sound designers.

But are we really fooled by these superficial characteristics? And if so – under what circumstances?
The Elaboration Likelihood Model (ELM) by Petty and Cacioppo yields reliable predictions.

Keywords:
Persuasion – Influence – Manipulation – Psychology – nonverbal communication – Speaker – Voice – body language – mind – brain – music – social psychology – psychology of advertising – consumer psychology – mind control – marketing – ELM

Author: Eskil Burck

2014-09-26T16:00:00+00:00