Table of Contents

1. The Elaboration Likelihood Model of Persuasion.- Postulates of the ELM.- Postulate on Underlying Motivation.- Postulate on Variations in Elaboration.- Postulate on How Variables Affect Persuasion.- Postulates on Relatively Objective and Relatively.- Biased Elaboration.- Postulate on Elaboration Versus Peripheral Cues.- Postulate on Consequences of Elaboration.- Retrospective.- 2. Methodological Factors in the ELM.- Assessing Attitudes and Persuasion.- Initial Attitude Changes.- Attitude Change Over Time.- Assessing the Basic Constructs in the ELM.- Argument Quality.- Peripheral Cues.- Message Elaboration.- Need for Cognition: Assessing Elaboration Likelihood via Individual Differences.- Retrospective.- 3. The Ability to Elaborate in a Relatively Objective Manner.- Factors Affecting the Ability to Elaborate Objectively.- Effects of Distraction on Message Elaboration and Persuasion.- Effects of Moderate Message Repetition on Message Elaboration and Persuasion.- Effects of Recipient Posture on Message Elaboration and Persuasion.- Other Variables Affecting Ability to Process Objectively.- Retrospective.- 4. The Motivation to Elaborate in a Relatively Objective Manner.- Factors Affecting the Motivation to Elaborate Objectively.- Effects of Personal Relevance on Message Elaboration and Persuasion.- Effects of Personal Responsibility on Message Elaboration and Persuasion.- Effects of Number of Message Sources on Message Elaboration and Persuasion.- Effects of Need for Cognition on Message Elaboration and Persuasion.- Retrospective.- 5. Biased Elaboration.- Ability Variables That Bias Elaboration: Focus on Prior Knowledge.- Effects of Schemata on Processing One-Sided Messages.- Effects of Schemata on Processing Two-Sided Messages.- Motivational Variables That Bias Elaboration: Focus on Forewarning.- Forewarning of Message Content.- Forewarning of Persuasive Intent.- Other Variables That Bias Message Elaboration.- Bogus Personality Feedback.- High Levels of Message Repetition.- Hemispheric Asymmetry.- Audience Expressions of Approval or Disapproval.- Biased Processing or Peripheral Cues?.- Retrospective.- 6. Message Elaboration Versus Peripheral Cues.- Objective Processing Versus Peripheral Cues.- Personal Relevance and the Operation of Peripheral Cues.- Additional Moderators of Cue Use: Distraction, Need for Cognition, and Others.- Biased Processing Versus Peripheral Cues.- Effects of Schemata on the Use of Peripheral Cues.- Testing the ELM Analysis of Prior Knowledge.- Retrospective.- 7. Consequences of the Route to Persuasion.- Persistence of Persuasion.- Enhanced Thinking Produces Persistence.- Testing the ELM Analysis of Persistence.- Alternative Models of Attitude Persistence.- Attitude-Behavior Link.- Enhanced Thinking Produces Attitude-Behavior Consistency.- Testing the ELM Analysis of Attitude-Behavior Consistency.- Resistance to Counterpersuasion.- Enhanced Thinking Produces Resistance.- Testing the ELM Resistance Predictions.- Retrospective.- 8. Intricacies of the Elaboration Likelihood Model.- Variables With Multiple Effects on Elaboration.- Variables That Enhance and Reduce Message Processing.- Shifting Processing From Objective to Biased.- Variables That Affect Message Processing and Serve as Peripheral Cues.- Multiple Effects of Source Expertise and Attractiveness.- Other Variables With Multiple Effects.- Processing When No Message or Both Sides Are Presented.- Retrospective.- 9. Epilogue.- Determinants of Elaboration Likelihood.- Integrative Potential of the ELM.- Conclusions.- References.- Author Index.