PSY 327

PSY 327 Short Paper: ELM Rubric

Prompt: Petty and Cacioppo’s article The Elaboration Likelihood Model of Persuasion outlines how source, audience, and context effects can impact persuasion through both central and peripheral routes. Consider how the liking principle might be a factor in these various stages. Be specific in your application of the theory and provide accurate descriptions of how and why the examples you select represent an appropriate application of the elaboration likelihood model (ELM).

Format: The short paper should follow these formatting guidelines: double-spaced, written in 12-point Times New Roman font, 1-inch margins, and adherence to all guidelines of APA format. The paper should be 2 pages in length, not including the APA-required title page or reference page.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Liking Principle Meets “Proficient” criteria and employs multiple examples of the ways th at the liking principle could impact persuasion in the ELM model

Adequately describes how the liking principle could impact persuasion in the ELM model

Attempts to describe how the liking principle could impact persuasion in the ELM model

Does not attempt to describe how liking could impact the ELM

30

Dual Process Component of the

ELM Model

Meets “Proficient” criteria and employs multiple examples of how liking could impact controlled (central) and automatic (peripheral) route processing

Accurately describes how liking could impact controlled (central) and automatic (peripheral) route processing

Attempts to describe how liking could impact controlled (central) and automatic (peripheral) route processing, but does not successfully describe both types of processes

Does not attempt to describe how liking could impact controlled (central) and automatic (peripheral) route processing

30

Drawing Conclusions Meets “Proficient” criteria and draws insightful conclusions that are thoroughly defended with evidence and examples

Draws informed conclusions that are justified with evidence

Draws logical conclusions, but does not defend with evidence

Does not draw logical conclusions

20

Articulation of Response

Meets “Proficient” criteria and submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

20

Earned Total 100%