Das Elaboration-Likelihood-Modell

How do advertising and other attempts to influence affect opinions, attitudes, and behavior? The question “how persuasion works” is of still increasing importance for corporations and social science alike. The Elaboration Likelihood Model is one of the most prominent and most frequently cited models of persuasion. The book, which is now in its second revised edition, introduces the main features of Petty and Cacioppo’s model in an easy-to-read and comprehensible manner. Particular attention is paid to the perspectives of communication science and advertising practice: What is the use of the ELM for marketing communication and its investigation? The book presents the seven fundamental postulates of the ELM, followed by its references to mass communication, particularly advertising. Further chapters are dedicated to the experimental methodology of persuasion research, criticism of the model, and alternative persuasion models.