PERSUASIVE COMMUNICATION PERIPHERAL ATTITUDE 生针样于 ol behavioe MOTIVATED TO PROCESS? personal relevance:need Yes tor coonon personat No Conceptual Model PERIPHERAL CUE Yes PRESENT? positive negative ABILITY TO PROCESS? aflect:atractive 。州o0地 distraction:repetoon number of argun prior knowledge:message Yes Mo NATURE OF COGNITIVE PROCESSING LAVORABU UNFAVORABLE NEITHER OR THOUGHTS THOUGHTS NEUTRAL PREOOMINATE PREDOMINATE PREDOMINATE RETAIN OR 日ECA ATTITUDE 60% COGNITIVE STRUCTURE CHANGE: sored in memory?.are dtferent responses made a箱九n prevous小y？ 阀 Yes Yes Elaboration Likelihood Model CENTR益1 CENTRAL POSTTIVE NEG去TW ATTITUDE ATTITUDE CHANGE CHANGE A韩de is end水nHealth Communication -- Elaboration Likelihood Model Conceptual Model Elaboration Likelihood Model