Computer Simulation as a Method of Further Developing a Theory: Simulating the Elaboration Likelihood Model,” Personality and

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 ofsimulation informalizing a theory, testing the simulation model, andconducting simulation experiments is demonstrated. Withformalization ofthe theory in theform ofa block diagram, the entirepattern 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 experi-ments. The simulation experiments revealed a dynamic attitude shift in dependency on the development ofprocessing intensity. Computer simulation is a method that has been know