(2010) might suggest that the source factor and the relation of the source to the information being presented actually played a significant role in the level of elaboration desired/sought and the ultimate conclusions made/efficacy of persuasion. This is not empirically proven in the research, however the ontology assumed by the authors is also not empirically founded.
ii. A study involving 164 unmarried college students that were not cohabiting with members of the opposite sex examined the split in persuasion studies between active and passive theories of cultivation, ultimately demonstrating that both modes can be seen to exist in the development of communication patterns and that both can be incorporated into the elaboration likelihood model (Schroeder 2005).
iii. Different populations divided by cognitive proclivities were examined in another experimental study, which found that emotional influences and information, which are affected by source factors and which have been traditionally discounted or downplayed in most understanding and applications of the elaboration likelihood model, are actually highly influential even in groups with higher cognitive desires (Morris et al. 2005). Again, this suggests that source factors and related factors can have a more primary and more significant impact on persuasion than current findings and beliefs hold.
III. There is still a need for ongoing research in this area, as no current studies found directly examine the role of...
Other scholars have been more critical of ELM. The Morris, Woo, and Singh study, along with the Cook, Moore, and Steel study, focuses on the major shortcomings of ELM. Unlike Schroeder and Areni, these scholars evaluate ELM as an actual model for psychological studies, as opposed to just a conceptual framework. The Morris, Woo, and Singh study found that the model had an excessively narrow focus on the cognitive aspects
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