Deck 15: Elaboration Likelihood Model

Question 1

Richard Petty and John Cacioppo define messages that generate favorable thoughts when heard and scrutinized as:

A) objective messages.
B) biased messages.
C) strong messages.
D) weak messages.

Answer 1

C

Question 2

The path of cognitive processing that involves scrutiny of message content is defined as the:

A) peripheral route.
B) diffuse route.
C) direct route.
D) central route.

Answer 2

D

Question 3

In the context of the routes to persuasion, which of the following statements is true about the peripheral route?

A) Recipients rely on a variety of cues that allow them to make quick decisions.
B) It essentially involves message elaboration.
C) Recipients are required to do extensive cognitive work.
D) It involves careful scrutiny of new information and ideas to figure out if they have true merit.

Answer 3

A

Question 4

Richard Petty and John Cacioppo refer to biased elaboration as:

A) top-down thinking.
B) bottom-up thinking.
C) exponential thinking.
D) oppositional thinking.

Question 5

For many students of persuasion, the most interesting cue on the peripheral route is:

A) a statistic.
B) source credibility.
C) an analogy.
D) an enthymeme.

Question 6

The elaboration likelihood model indicates that if your listeners will give their undivided attention to evaluate your proposal, you should present them with:

A) strong facts and figures.
B) strong evidence of source credibility.
C) moderate evidence of source credibility and strong appeals to emotions.
D) None of the answers is correct.

Question 7

Robert Cialdini of Arizona State University lists six cues that trigger a programmed response and allow people hearing a persuasive appeal to fly the peripheral route on automatic pilot. A statement such as "You owe me" relates to the peripheral route because it represents:

A) consistency.
B) social proof.
C) reciprocation.
D) both "social proof" and "reciprocation."

Question 8

Unlike biased elaboration, objective elaboration ________.

A) avoids seeking truth
B) relies heavily on predetermined conclusions
C) merely bolsters previous ideas
D) lets facts speak for themselves

Question 9

Bottom-up thinking is also known as:

A) objective elaboration.
B) biased elaboration.
C) equal elaboration.
D) purposeful elaboration.

Question 10

In the context of elaborated arguments, the enhanced thinking of those who respond favorably to messages will cause their change in position to:

A) persist over time.
B) resist counterpersuasion.
C) predict future behavior.
D) All of the answers are correct.

Question 11

The two mental routes to attitude change should be considered mutually exclusive.

Question 12

In the terminology of social judgment theory, individuals are motivated to elaborate only ideas with which they are highly ego-involved.

Question 13

Petty and Cacioppo maintain that as long as people have a personal stake in accepting or rejecting an idea, they will be much more influenced by the characteristics of the persuader than by what the message says.

Question 14

Richard Petty and John Cacioppo believe motivation and ability strongly increase the likelihood that a message will be elaborated in the minds of listeners.

Question 15

Issue-relevant thinking (elaboration) takes more than intelligence; it also requires concentration.

Question 16

The elaboration likelihood model provides an absolute standard for distinguishing between cogent and specious arguments.

Question 17

Consistent with the democratic values of a free society, Thomas Nilsen proposed that persuasive speech is ethical to the extent that it maximizes people's ability to exercise free choice.

Question 18

Arizona State University communication researcher Paul Mongeau and communication consultant James Stiff suggest that the descriptions of the elaboration likelihood model (ELM) are sufficiently precise and accurate to facilitate an adequate test of the entire model.

Question 19

Most messages are processed ________.

Question 20

When predetermined conclusions color the supporting data underneath, it is called ________ elaboration.

Question 21

Compare and contrast the central and peripheral routes. What kinds of messages does each handle?

Question 22

Which route-the central or the peripheral-handles more messages? Why?

Question 23

How would elaboration likelihood model (ELM) assist you to prepare to address a high-school audience on the dangers of drugs?

Question 24

According to Petty and Cacioppo, why do most people pay less attention to the communication than to the communicator?

Question 25

How do Petty and Cacioppo distinguish strong arguments? What is your opinion of their distinction?

Question 26

Petty and Cacioppo claim that most messages receive middle-ground attention between the cognitive and peripheral poles, but there is a trade-off. What is this trade-off? Explain using an example from your experience.

Question 27

Compare social judgment theory and elaboration likelihood model (ELM) with EVT. Could you make the case for including EVT in the influence section of A First Look?

Question 28

Compare the ethical concerns raised about social judgment theory to those made about elaboration likelihood model (ELM). Which one is more problematic?