Dual-process models: Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM).

To fully understand why attitudes change in response to a persuasive message, you examine two of the most prominent contemporary dual-process models, the Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM). The ELM and the HSM are cognitive models that refer to how people process information. The ELM and HSM are considered dual-process models because they distinguish between two different cognitive routes to persuasion. Although these models share a number of similarities, they differ in many ways.

For this Assignment, you analyze the features and assumptions of the ELM and HSM. You continue to analyze these models through an analysis of research studies that applied the ELM and HSM to the study of attitude change. Search and select two articles: one article that studied attitude change from the ELM perspective and one article that studied attitude change from the HSM perspective.

Article 1- studied from the ELM perspective: Clearcut Persuasion? Audience Cognition of Mediated Environmental Advertising through the Lens of the Elaboration Likelihood Model .


Article 2- studied from the HSM perspective: Information Processing of Genetically Modified Food Messages Under Different Motives- An Adaptation of the Multiple-Motive Heuristic-Systematic Model.

? In this essay, please follow the structure as below:

? 1. Introduction of the essay. (200 words)

Write an introduction paragraph that helps to set up the context of your paper and outline how you have organised your thoughts.

? 2. Provide an analysis of the Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Model (HSM). (800 words)

In your analysis, include
– the similarities and differences between the models.
– the strengths and limitations of each model.


? 3.
Briefly describe each of the articles you selected. (300 words)

Article 1- studied from the ELM perspective:
Clearcut Persuasion? Audience Cognition of Mediated Environmental Advertising through the Lens of the Elaboration Likelihood Model .

Article 2- studied from the HSM perspective:
Information Processing of Genetically Modified Food Messages Under Different Motives- An Adaptation of the Multiple-Motive Heuristic-Systematic Model.

?4. Explain how the models were tested in each article. (300 words)

?5. Explain the results of the research presented in each article. (300 words)

?6. Describe which model you most agree with and explain why. (400 words)

?7. Conclusion (200 words)

Support your assignment with specific references to all resources used in its preparation. You are to provide a reference list for all resources, including those in the Learning Resources for this course.

Readings

  • Albarracín, D., & Vargas, P. (2010). Attitudes and persuasion: From biology to social responses to persuasive intent. In S. T. Fiske, D. T. Gilbert, & G. Lindzey (Eds.), Handbook of social psychology, (5th ed., Vol. 1, pp. 394?427). Hoboken, NJ: John Wiley & Sons.
    Handbook of Social Psychology, 5th Edition by S. T. Fiske, D. T. Gilbert, & G. Lindzey (Eds.). Copyright 2010 by John Wiley & Sons, Inc. – Books. Reprinted by permission of John Wiley & Sons, Inc. – Books via the Copyright Clearance Center.
    • Read pp. 394?427
  • Bohner, G., Moskowitz, G., & Chaiken, S. (1995). The interplay of heuristic and systematic processing of social information. European Review of Social Psychology, 6, 33?68.
    The Interplay of Heuristic and Systematic Processing of Social Information by Bohner, G., Moskowitz,, G., & Chaiken, S., in European Review of Social Psychology, Vol. 9/Issue 1. Copyright 1995 by Taylor & Francis Informa UK Ltd. – Journals. Reprinted by permission of Taylor & Francis Informa UK Ltd. – Journals via the Copyright Clearance Center.
  • Chen, S., & Chaiken, S. (1999). The heuristic-systematic model in its broader context. In S. Chaiken & Y. Trope (Eds.), Dual-process theories in social psychology (pp. 73?96). New York, NY: Guilford Press.
    (author, chapter, book). Copyright 1999 Guilford Publications, Inc. Used with permission from Guilford Publications, Inc. via the Copyright Clearance Center.
  • Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 668?672.
    Retrieved from the Walden Library databases.
  • Wood, W. (2000). Attitude change: Persuasion and social influence. Annual Review of Psychology, 51, 539?570.
    Retrieved from the Walden Library databases.

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