Elaboration Likelihood Model (ELM)

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Elaboration Likelihood Model (ELM)

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ELM suggests two routes to persuasion: - Central route: Careful, logical processing of information (effective for motivated audiences). - Peripheral route: Influenced by superficial cues like attractiveness or credibility (effective for less motivated audiences).

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Health Belief Model (HBM)

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HBM explains health behavior through perceived: - Susceptibility (risk of illness) - Severity (seriousness of illness) - Benefits (advantages of action) - Barriers (obstacles to action) Plus cues to action and self-efficacy.

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Cognitive Dissonance Theory

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People experience discomfort when their attitudes and behaviors conflict. To reduce dissonance, they may change their attitudes, behaviors, or perceptions.

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Theory of Planned Behavior (TPB)

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TPB states behavior is influenced by: - Attitude toward behavior - Subjective norms (social pressure) - Perceived behavioral control (ease/difficulty of action).

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Social Cognitive Theory

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Behavior is shaped by observational learning, self-efficacy, and reciprocal determinism.

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Credibility in persuasion

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Credible sources (expertise, trustworthiness) increase likelihood of persuasion, especially when the audience perceives the source as reliable.

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Fear appeal in health campaigns

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Using fear to motivate behavior change (e.g., graphic images on cigarette packs). Effective when the audience feels capable of taking action to avoid the threat.