... establish a mental link between the arguments contained within the message and the response those persuasive arguments require. Whether the communication actually persuades the receiver depends on a number of other factors, specifically: (1) the source of the communication, (2) the content of the message, (3) the channel through which the message is deployed, and (4) recipient factors. However, there is little agreement as to how these factors actually effect attitude change. The evidence that there are differing cognitive routes to attitude change will be discussed with reference to the elaboration-likelihood model (ELM) and the heuristic-systematic model (HSM). Both outline competing, but complimentary general frameworks to understand attitude change by proposing two different cognitive routes to attitude change. The idea of cognitive elaboration (i.e. understanding and evaluating a communication) in Petty and Cacioppo's (1986) ELM is essentially derived from Greenwald's (1968) cognitive response model (CRM). The CRM sees people as intelligent ...

See this essay or coursework document in full right now