Computer Simulation as a Method of Further Developing a Theory: Simulating the Elaboration Likelihood Model

Implemented specifically as a method of theory development, computer simulation allows clarification of a theory and investigation of its implications. Using Petty and Cacioppo's (1986a, 1986b) Elaboration Likelihood Model (ELM), the use of simulation in formalizing a theory, testing the simula...

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Bibliographic Details
Published in:Personality and social psychology review 2001-08, Vol.5 (3), p.201-215
Main Authors: Mosler, Hans-Joachim, Schwarz, Karsten, Ammann, Florin, Gutscher, Heinz
Format: Article
Language:English
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Summary:Implemented specifically as a method of theory development, computer simulation allows clarification of a theory and investigation of its implications. Using Petty and Cacioppo's (1986a, 1986b) Elaboration Likelihood Model (ELM), the use of simulation in formalizing a theory, testing the simulation model, and conducting simulation experiments is demonstrated. With formalization of the theory in the form of a block diagram, the entire pattern of causal effects in the ELM core statements becomes visible at a glance. The simulation model was tested through comparing simulated individuals' reactions to stimuli with the experimental and statistical observed reactions of real participants in experiments. The simulation experiments revealed a dynamic attitude shift in dependency on the development of processing intensity.
ISSN:1088-8683
1532-7957
DOI:10.1207/S15327957PSPR0503_2