Using simulation of the Elaboration Likelihood Model (ELM) to develop and analyze environmental interventions

Taking the Elaboration Likelihood Model (ELM, Petty & Cacioppo, 1986a, b) as an example, we demonstrate how simulation of social scientific theories can produce important findings for both basic research and environmental practice. The step-by-step process of transposing a verbally formulated theory into a formalized systems-theory model is exemplified with the ELM. Possibilities for further development of the theory come to light when we depart from the strict perspective of transmitter-receiver roles and explicitly take into consideration the possibility of mutual, reciprocal influencing. On the one hand, hypotheses can now be derived which can be pur to the empirical test. On the other, simulation results produce deeper understanding of and provide the impetus to optimization of the effects of coventional environmental campaigns. On this basis, novel conceptions for unconventional forms of intervention map also be developed.