You Are Not So Smart 134 - The Elaboration Likelihood Model
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Aug 16, 2018 
In this conversation, Richard Petty, a renowned psychology professor known for co-creating the Elaboration Likelihood Model, shares insights into attitude change and persuasion. He discusses how belief systems can be rigid, yet persuasion seeks to reshape understanding. The dialogue covers how group dynamics shape attitudes and the importance of diverse viewpoints in decision-making. Petty also explores the challenges of persuasion in a polarized world, emphasizing strategies to encourage open-mindedness and the role of context, credibility, and audience perception.
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Two Routes to Persuasion
- The effectiveness of a persuasive message depends on how much the recipient elaborates on its content.
- Two routes to persuasion exist: central (deep thinking) and peripheral (surface cues).
Graduation Exam Experiment
- Students told a graduation exam policy was imminent paid more attention and took the central route.
- Motivated students were persuaded by strong arguments; unmotivated students relied on the number of arguments regardless of quality.
What Makes Arguments Strong?
- Strong arguments depend on the desirability and likelihood of the claimed consequences.
- Arguments tailored to individual values (e.g., environment vs. image) are more persuasive.