elaboration likelihood model theory and the interpersonal deception theory
... In particular, the elaboration likelihood-model theory and the interpersonal deception theory focus on how a person carefully thinks about issue-relevant arguments and relational partnerships with other people. ... Looking at the first theory, elaboration likelihood model, Richard Petty an Ohio State psychologist found that there are two mental routes of attitude change a listener uses. ... Additionally on the negative side of the elaboration likelihood model the peripheral route used constantly by advertisers does not require the individual to apply critical thinking skills to decode the message. ... With reference to the elaboration likelihood model, Petty and Capcioppo said “We are exposed to so many persuasive messages that we would experience a tremendous information overload if we tried to interact with every variant idea we heard or read about. ... This point opens the opportunity to discuss the relevance of the interpersonal deception theory and its importance to the mass media/advertising field. Interpersonal deception theory is based upon the idea of when a communication sender (advertising companies) attempts to influence or alter messages so that they are portrayed to the receiver (audience) as truthful, when all well knowing that they are untruthful. ... Which then brings on the inclusion of elaboration in the mass media.