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推敲可能性模型

推敲可能性模型途径

推敲可能性模型(英语:Elaboration Likelihood Model,缩写:ELM),或称为慎思可能模式详尽可能性模型精细可能性模型,是一种面对说服时态度是如何改变的双重历程理论,由心理学家Richard Petty和John Cacioppo于1986年提出[1][2]。“推敲可能性”意谓个人对于议题攸关的资讯仔细思量、慎思熟虑的程度。个人由于“动机”以及“能力”的不同,对于资讯会有不同的处理方式。人们对不同的事情思考及做决定的方式、人们搜集资讯及对消息来源评估的过程也会有所不同。 Petty & Cacioppo 两人证实:越和人们有关的议题,人们越仰赖事实论据,较不轻易相信消息来源;反之,低相关的议题,人们就越容易仰赖消息来源,不太在乎事实论证是否周全。

途径理论

推敲可能性模型认为信息处理的两种极端方式为中心途径(central route,中央路径、中枢路径或核心途径)以及外围途径(peripheral route,边陲路径、边缘路径或周边路径)[3][4]

中央途径

个人具有杰出的能力和强烈的动机时,个人会考虑和推敲劝说情况中的各个方面,并对论点的合理性进行深度分析,以决定是否改变对事物的态度。

边陲路径

个人之动机不强与能力相对较弱时,个人会满足于当前的认知,不愿耗费更多精力对信息加以分析,更容易被表观特征(如说客的可信度与专业程度)所说服。

途径选择

当涉入程度(Involvement)高时,处理资讯时倾向于采用中央路径的模式,亦即根据资讯的内容,经过审慎思考之后做出决策。因此涉入程度高者因为认知的改变,而产生了信念与态度改变,最后导致行为改变。而当涉入程度低时,则会倾向于根据事物的周边属性与外在线索进行资讯处理。因此涉入程度低者信念改变后,先改变了行为,最后才导致态度的转变。

参考文献

  1. ^ Petty R. and Cacioppo J. Communication and persuasion: central and peripheral routes to attitude change. 
  2. ^ 林灵宏, 张魁峰. 消費者行為學. 
  3. ^ 李忠 马静. 广告与精细加工可能性模型. 
  4. ^ 王雨晴. 精细可能性模型——劝说沟通的有用框架. 
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推敲可能性模型
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