Exam 11: Persuasion

Correct Answer:

Answered by Examlex AI Copilot

The Elaboration Likelihood Model (ELM) and the Inoculation Theory are both theories that explain different aspects and processes of persuasion, but they focus on different mechanisms and outcomes.

The Elaboration Likelihood Model, developed by Petty and Cacioppo in the 1980s, is a dual-process theory that describes the change of attitudes and the persuasion process through two distinct routes: the central route and the peripheral route. The central route involves careful and thoughtful consideration of the persuasive information (arguments, evidence, logic, etc.), leading to attitude change that is more enduring and resistant to counter-persuasion. This route is typically engaged when the individual is highly motivated and has the ability to process the information. The peripheral route, on the other hand, involves less scrutiny of the message content and relies on peripheral cues (such as the attractiveness or credibility of the source, emotional appeals, etc.), leading to a more temporary and susceptible attitude change. This route is often engaged when motivation or ability to process the message is low.

Inoculation Theory, developed by McGuire in the 1960s, is a theory that explains how attitudes and beliefs can be made more resistant to future challenges and persuasion attempts, much like how a vaccine works to inoculate against a virus. The theory suggests that exposure to a weakened form of an argument against one's beliefs (counter-arguments) can stimulate the individual to develop defenses, thereby strengthening their original beliefs and making them more resistant to change. The process involves two components: threat, which alerts the individual to the potential challenge to their beliefs, and refutational preemption, which provides counter-arguments and enables the individual to effectively defend their beliefs against future attacks.

The main difference between the two theories lies in their focus and application:

- ELM focuses on the process of persuasion and how attitudes can be changed through different routes of information processing, depending on the individual's motivation and ability to process the message.
- Inoculation Theory focuses on how to strengthen existing attitudes and make them more resistant to change by preemptively exposing individuals to weakened counter-arguments and helping them build defenses against persuasion.

In summary, while ELM explains how attitudes can be changed through different methods of processing persuasive messages, Inoculation Theory explains how to protect and strengthen existing attitudes against future persuasion attempts.