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Motivation

  • Edward Stull
Chapter

Abstract

In the late 1970s, Richard Petty and John Cacioppo studied how motivation affects persuasion. Their work resulted in their “elaboration likelihood model” (ELM). We use the ELM in all sorts of decision making, from choosing a spouse to tapping a buy button.

Copyright information

© Edward Stull 2018

Authors and Affiliations

  • Edward Stull
    • 1
  1. 1.Upper ArlingtonUSA

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