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📣honors marketing review

Richard E. Petty

Written by the Fiveable Content Team • Last updated September 2025
Written by the Fiveable Content Team • Last updated September 2025

Definition

Richard E. Petty is a renowned psychologist known for his contributions to the field of social psychology, particularly in the study of attitudes and persuasion. He co-developed the Elaboration Likelihood Model (ELM), which explains how people are influenced by persuasive messages and how attitude change occurs through two main routes: the central and peripheral routes. His work emphasizes the importance of cognitive processing in forming attitudes and beliefs.

5 Must Know Facts For Your Next Test

  1. Richard E. Petty's research has significantly influenced marketing strategies by demonstrating how different methods of persuasion can impact consumer behavior.
  2. The Elaboration Likelihood Model proposes that when individuals are motivated and able to think deeply about a message, they are more likely to engage in the central route of processing, leading to lasting attitude change.
  3. Conversely, when individuals are distracted or lack motivation, they may rely on peripheral cues, such as attractiveness of the source or emotional appeals, which may lead to temporary attitude changes.
  4. Petty's work has been instrumental in understanding how advertising messages can be tailored to effectively reach different audiences based on their likelihood of elaborating on the content.
  5. His findings also highlight that strong attitudes formed through the central route are more resistant to change compared to those formed through the peripheral route.

Review Questions

  • How does Richard E. Petty's Elaboration Likelihood Model explain the difference in how individuals process persuasive messages?
    • Richard E. Petty's Elaboration Likelihood Model explains that individuals process persuasive messages through two routes: the central route and the peripheral route. The central route involves deep, thoughtful consideration of the arguments presented, leading to stronger and more enduring attitude changes. In contrast, the peripheral route relies on superficial cues, such as the attractiveness of the speaker or emotional appeals, resulting in more temporary changes. This model helps us understand why some persuasive efforts are more effective than others based on audience motivation and ability.
  • Discuss how Richard E. Petty's research on attitudes can inform marketing strategies for products aimed at different consumer segments.
    • Richard E. Petty's research on attitudes informs marketing strategies by highlighting the importance of tailoring messages based on how likely consumers are to elaborate on them. For highly involved consumers who are motivated to think critically about a product, marketers should focus on providing strong arguments and detailed information that appeal to their reasoning. Conversely, for less involved consumers who may rely on peripheral cues, marketers might emphasize emotional appeals or use attractive endorsements. Understanding these dynamics allows marketers to craft more effective campaigns that resonate with diverse audience segments.
  • Evaluate the impact of Richard E. Petty's contributions to social psychology and marketing on our understanding of consumer behavior today.
    • Richard E. Petty's contributions have profoundly shaped our understanding of consumer behavior by providing a framework for how attitudes are formed and changed through persuasion. His Elaboration Likelihood Model illustrates the complexity of cognitive processes behind decision-making, emphasizing that not all consumers process information similarly. This has significant implications for marketers as it allows for more nuanced approaches that consider audience engagement levels. Ultimately, his work has not only enhanced academic knowledge but also provided practical insights into crafting more effective marketing strategies tailored to varying consumer needs and motivations.