Applying the Elaboration Likelihood Model to Voting

By Terry L. Chmielewski.

Published by The Social Sciences Collection

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Article: Print $US10.00
Article: Electronic $US5.00

This research is a meta-analysis that examines the Elaboration Likelihood Model’s usefulness for explaining voting in three elections: the 2004 and 2008 presidential elections, and the 2006 Wisconsin gubernatorial election. It was hypothesized that under a condition of high involvement, the “central route” processing variables of Candidate Image predicts voting; under a condition of low involvement, the “peripheral route” processing variables of Political Orientation, Favorability, Political Party Preference and Candidate Credibility predict voting. Results provide moderate-to-strong support of ELM. Image and Favorability predicted voting under high involvement, while Favorability, Credibility, Image, and Political Party Preference predicted voting under low involvement. Results were used to describe two models for voting: one for voters who have high involvement, and one for voters with low involvement.

Keywords: Political Involvement, Elaboration Likelihood Model, Candidate Credibility, Candidate Image, Political Orientation, Political Party Preference

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 10, pp.33-48. Article: Print (Spiral Bound). Article: Electronic (PDF File; 853.215KB).

Prof. Terry L. Chmielewski

Professor, Mass Communication, Department of Communication and Journalism, University of Wisconsin-Eau Claire, Eau Claire, Eau Claire, Wisconsin, USA

Terry L. Chmielewski is a Professor of Mass Communication at the University of Wisconsin-Eau Claire. His teaching specialties are in Public Relations, Community Relations, and Communication Planning. His research interests include Political Communication, and studying the news. He received his Ph.D. from Temple University in Rhetoric and Communication, emphasizing the social influence processes.

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