Artículo

Validez y extensiones del modelo de la probabilidad de elaboración (ELM). Para una teoría persuasiva de campo en publicidad

José Luis León Sáez de Ybarra

Resumen


El principal modelo de persuasión, el modelo de la probabilidad de elaboración (ELM), es sometido a revisión, más allá de un verificacionismo experimental, desde el análisis de marcos (framing). Se exponen las reglas de problematización de la psicología social cognitiva, de donde nace el modelo, se compara su valor explicativo y su pragmática con el que resulta del método inductivo (propuesto por Glaser), y se pone en relación con los modelos implícitos de los realizadores publicitarios y las necesidades persuasivas publicitarias. De todo ello se extrae una evaluación de conjunto de ELM.

Conforme a la heurística de integración disciplinar, propuesta por el nobel Herbert Simon, y desde el análisis anterior, se propone una vía integradora para la extensión del modelo ELM, en forma de nueva metateoría que pueda contribuir al avance de la teorización persuasiva en publicidad.

 


Palabras clave


Modelo ELM; Psicología de la persuasión; Método deductivo/inductivo; Evaluación de modelos persuasivos; Marcos en la construcción de teorías; Teoría de campo en publicidad.

Citas


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