In this episode we sit down with psychology legend Richard Petty to discuss the Elaboration Likelihood Model, a theory he developed with psychologist John Cacioppo in the 1980s that unified the study of attitude change and persuasion and has since become one of the most robust models for explaining how and why some messages change people’s minds, some don’t, as well as what makes some stick and others fade in influence over time.
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Links and Sources
- Petty (1986) “Communication and persuasion: central and peripheral routes to attitude change.” Springer-Verlag, New York.