Elaboration Likelihood Model

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Elaboration Likelihood Model

• Developed by Petty Cacioppo

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Persuasion

• Advertisers are very interested in persuasion and
  how it takes place
• Persuasion occurs when the change in belief,
  attitude, or behavioral intention is caused by
  promotion communication (such as advertising or
  personal selling)

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Beliefs, Attitudes, Behavioral Intentions

• Belief an opinion, expectation or judgment
• Attitude Learned predispositions to respond
  toward an objectan individuals overall feelings
  toward or evaluation of an object.
• Behavioral Intention determination to behave in
  a specified way

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Elaboration Likelihood Model (ELM)

• Elaboration
• Refers to the extent to which the individual
  thinks about or mentally modifies arguments
  contained in the communication
• Likelihood
• Refers to the probability that an event (i.e.,
  elaboration) will occur

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ELM

• Theorizes about the likelihood that an issue or
  argument will be elaborated upon (engage in
  issue-relevant thinking)
• The elaboration likelihood determines the extent
  of enduring attitude change

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Two Mental Routes to Changing an Attitude

• Central Route
• Thinking actively about an argument
• Peripheral Route
• Shorthand way to accept or reject an argument

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Central Route to Persuasion

• Requires thoughtful analysis, or cognitive
  elaboration, of the presented arguments
• Recipient attends to the message arguments
  attempts to evaluate understand them
• Favorable thoughts
• Counterarguments
• Neutral thoughts
• Thoughtful attitude change

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Central Route Message Elements

• Product-related information
• Product attributes
• Benefits
• Demonstrations
• Message content message arguments
• Ability to persuade depends on the receivers
  evaluation of the quality of the arguments
  presented

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Attitudes produced by high elaboration (central
route) are

• More persistent over time
• More predictive of subsequent behavior
• More resistant to counterpersuasion

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Peripheral Route to Persuasion

• Attitude change is less thoughtful
• Requires little mental effort
• Most messages are processed this way out of
  necessity (information overload)
• Attitude change is the result of peripheral
  persuasion cues (next slide)
• Leads to short-term attitude change (temporary
  effects)

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Peripheral Cue Variables

• Source characteristics
• Expertise
• Credibility
• Attractiveness
• Likability
• Message execution elements
• Color or pictures in ad
• Music
• Humor
• Can be positive or negative

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ELM

• What determines whether a person will take the
  central vs. the peripheral route to persuasion?
• Motivation (to process message)
• Ability (to process message)

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Motivation to Attend to Messages

• Involvement the degree of perceived relevance
  and personal importance (with product category or
  brand)
• High involvement
• Low involvement
• Need for Cognition personality trait reflecting
  the extent to which people engage in and enjoy
  effortful thinking
• High NFC
• Low NFC

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Ability to Attend to Messages

• Freedom from distraction
• Distraction disrupts elaboration
• Concentration must be possible
• Sufficient prior knowledge
• Receiver must be able to understand information
  to be able to elaborate on it

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