Recognized with the 17th BBVA Foundation Frontiers of Knowledge Award in Social Sciences, Richard Petty explains his Elaboration Likelihood Model, which distinguishes between persuasion based on simple shortcuts and persuasion driven by careful argument processing. He notes that factors like personal relevance or the likability of the source can prompt deeper thinking, strengthening strong arguments. Petty highlights that a sense of threat, rather than the intensity of beliefs, is key for attitudes to lead to extreme actions, and underscores the importance of personalized persuasion that tailors messages to an individual’s emotional or cognitive orientation.
The BBVA Foundation Frontiers of Knowledge Award in Social Sciences has gone in its seventeenth edition to social psychologists Icek Ajzen, Dolores Albarracín, Mahzarin Banaji, Anthony Greenwald and Richard Petty for “revolut
Recognized with the 17th BBVA Foundation Frontiers of Knowledge Award in Social Sciences, Richard Petty explains his Elaboration Likelihood Model, which distinguishes between persuasion based on simple shortcuts and persuasion driven by careful argument processing. He notes that factors like personal relevance or the likability of the source can prompt deeper thinking, strengthening strong arguments. Petty highlights that a sense of threat, rather than the intensity of beliefs, is key for attitudes to lead to extreme actions, and underscores the importance of personalized persuasion that tailors messages to an individual’s emotional or cognitive orientation.
The BBVA Foundation Frontiers of Knowledge Award in Social Sciences has gone in its seventeenth edition to social psychologists Icek Ajzen, Dolores Albarracín, Mahzarin Banaji, Anthony Greenwald and Richard Petty for “revolutionizing the way we understand and measure attitudes” with an influence that extends to “psychology, sociology, political science, education, health, economics and other areas.”
00:00 Introduction
00:04 Professor Petty, the Frontiers of Knowledge. Award Committee has recognised your role in the development of theories regarding how people process persuasive messages and how such processing can lead people to change your attitudes. More precisely, you created, alongside with John Cacioppo, the Elaboration Likelihood Model of persuasion and its dual process approach. What does this model propose?
00:55 What are the implications of the elaboration likelihood model of persuasion to theorising attitude formation for understanding prejudice, consumer 2 choices, political and legal decisions, as well as health behaviours, and why are they relevant in the current socioeconomic landscape?
02:01 How can your research help understand the factors that produce attitudinal and behavioural extremism?
03:37 One of your most recent publications has been The Handbook of Personalised Persuasion: Theory and Application, along with Andrew Luttrell and Jacob Teeny, in which you analyse what features of people, messages and contexts are most effective for personally tailored communication. Could you share its key points and how they can be leveraged to improve the influence of messaging?
