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

Abstract

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.

Emergence of News Waves: A Social Simulation Approach

“…So far, research has yielded important insights into the momentum of media attention dynamics driven by mechanisms, such as attention thresholds, triggering events, self-reinforcing processes, and boredom effects. Neuman (1990) states that there are thresholds of public attention, which keep many issues from the agenda. Key events or focusing events generate intensive media coverage thereby overcoming those thresholds (Birkland, 1997;Brosius & Eps, 1995;Kepplinger & Habermeier, 1995).…”

Integrating commons dilemma findings in a general dynamic model of cooperative behavior in resource crises

“…The model can be calculated quantitatively using equations (for a list of all the equations, see the Appendix). The functions in the model, however, can also be described qualitatively (on describing models in this way, compare Mosler, Schwarz, Ammann, & Gutscher, 2001) block by block, as represented in Figure 2.…”

“…(b) Communication processes and social influence: there are good theories available on how communication takes place and how people influence each other mutually, and these findings need to become part of the research on social dilemmas. We conceptualized such processes in another model (Mosler et al, 2001;Mosler, Ammann, & Gutscher, 1998) that in principle could be combined with the present model. (c) Group processes: group phenomena such as conformity, minorities, and polarization are wellresearched areas in psychology.…”

Which psychological factors change when habitual water treatment practices alter?

“…Taking into account that attitudes have an additional affective component (Trafimow and Sheeran 1998;Mosler et al 2008), we also consider affective attitudes, which are feelings that arise when performing or thinking about the behavior. Since the formation of positive attitudinal beliefs is the result of induced persuasion processes, as described in the Elaboration Likelihood Model (Petty and Cacioppo 1986;Mosler et al 2001), we take into account the persuasiveness of the campaign agents (e.g., the credibility and kindness of the promoters). When addressing normative influences, two kinds of beliefs are relevant: first, the descriptive norm expresses perceptions about which behaviors are typically performed, and second, the injunctive norm expresses perceptions about which behaviors are typically approved or disapproved (Cialdini 2003;Schultz et al 2007).…”