Persuasion Model - R E Petty & J T Cacioppo

In the last byte, we read about how the message characteristics affect persuasion. In today's byte, we would look at t model that was suggested by R E Petty and J T Cacioppo: "The Elaboration Likelihood of Persuasion".

The image below broadly describes 2 means of which one could get persuaded to change the attitude.

We shall describe these in detail in the next blog.