Transcript Elaboration Likelihood Model - Mississippi State University

Elaboration Likelihood
Model
Developed by Petty & Cacioppo
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)
Beliefs, Attitudes, &
Behavioral Intentions

Belief – an opinion, expectation or

Attitude –Learned predispositions to
judgment
respond toward an object—an individual’s
overall feelings toward or evaluation of an
object.
 Behavioral Intention – determination to
behave in a specified way
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
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
Two Mental Routes to
Changing an Attitude

Central Route

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Thinking actively about
an argument
Peripheral Route

Shorthand way to
accept or reject an
argument
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
Central Route – Message Elements

Product-related information
Product attributes
 Benefits
 Demonstrations
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Message content & message arguments
Ability to persuade depends on the
receiver’s evaluation of the quality of the
arguments presented
Attitudes produced by high
elaboration (central route) are:
More persistent over time
 More predictive of subsequent behavior
 More resistant to counterpersuasion

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)

“Peripheral Cue” Variables
1.
Source characteristics

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2.
Message execution elements
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Expertise
Credibility
Attractiveness
Likability
Color or pictures in ad
Music
Humor
Can be positive or negative
ELM

What determines whether a person will
take the central vs. the peripheral route to
persuasion?
 Motivation
(to process message)
 Ability (to process message)
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
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