(12) The Psychology of Persuasion - The Elaboration Likelihood Model

Whether in advertising, in politics or in everyday conversation with acquaintances or friends: Persuasion is omnipresent. Especially in advertising, persuasion attempts are rarely based on substantial arguments. Instead, marketers often introduce (supposed) experts, celebrities or seducing background music. Quite often even beautiful models are photoshopped and speaker voices are made even more enjoyable by sound designers. But are we really fooled by these superficial characteristics? And if so - under what circumstances? The Elaboration Likelihood Model (ELM) by Petty and Cacioppo yields reliable predictions. Keywords: Persuasion - Influence - Manipulation - Psychology - nonverbal communication - Speaker - Voice - body language - mind - brain - music - social psychology - psychology of advertising - consumer psychology - mind control - marketing - ELM Author: Eskil Burck http://www.learningpsychology.net/