In the 1980s, two social psychologists–Rich Petty and John Cacioppo–devised a new way to make sense of persuasion: the Elaboration Likelihood Model. Their work came on the heels of an era in psychology when people were fed up with persuasion research. The old studies were a mess, and it wasn’t clear if it was even … Continue reading Episode 100: A Unified Model of Persuasion