Elaboration Likelihood Model - Mississippi State University
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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
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
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
2.
Message execution elements
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