On New Year’s Day, 1986, U.S. President Ronald Reagan and U.S.S.R. Premier Mikhail Gorbachev appeared on television in each others countries. It was the first time that American and Russian leaders had exchanged messages that were simultaneously televised. Reagan’s message, broadcast without warning during the popular Soviet evening news, spoke of world peace and called for the development of new defensive weapons. Gorbachev’s message, which appeared while many Americans were watching coverage of the traditional Tournament of Roses parade, also spoke of peace but decried seeking security with new weaponry. How effective were these messages likely to be? What would be the major determinant of effectiveness—the substance of the messages, or the appearance and demeanor of the speakers? If the messages produced attitude changes, would these changes last and would they lead to changes in behavior?
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Author information Authors and AffiliationsDepartment of Psychology, University of Missouri, 65211, Columbia, Missouri, USA
Richard E. Petty
Department of Psychology, University of Iowa, 52242, Iowa City, Iowa, USA
John T. Cacioppo
© 1986 Springer-Verlag New York Inc.
About this chapter Cite this chapterPetty, R.E., Cacioppo, J.T. (1986). The Elaboration Likelihood Model of Persuasion. In: Communication and Persuasion. Springer Series in Social Psychology. Springer, New York, NY. https://doi.org/10.1007/978-1-4612-4964-1_1
Download citationDOI: https://doi.org/10.1007/978-1-4612-4964-1_1
Publisher Name: Springer, New York, NY
Print ISBN: 978-1-4612-9378-1
Online ISBN: 978-1-4612-4964-1
eBook Packages: Springer Book Archive
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