Article information, pdf download for processing of apparel. A persuasive message will most likely change the attitude of the message recipient. Evaluating structural equation models with unobservable variables and measurement error. The elaboration likelihood model elm has been designed to discover how its possible that there are differences in persuasion and how these differences affect peoples attitudes.
Sep 01, 2011 progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. Elaboration likelihood model elm short notes bbamantra. Elaboration likelihood model definition psychology glossary. Read pdf elaboration likelihood model anna kuzios website energy and empire the politics of nuclear and. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. Persuasion is very much associated with our daily life. Elaboration likelihood model elm in print advertisements. Review, critique and research agenda article pdf available in european journal of marketing 481112. Heres a brief and hopefully clear explanation for this psychological theory. Lp elaboration likelihood model communication cache. An application of the elaboration likelihood model.
Consumer behaviour attitude and the elaboration likelihood. Elaboration likelihood model two women, julie and sarah, sit down to watch an infomercial advertising a new kitchen appliance. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Religious symbols as peripheral cues in advertising a replication of the elaboration likelihood model source factors and the elaboration likelihood model of persuasion the elaboration likelihood model elm. This model is based on the idea that persuasion level of a message can affect the desired effect of the message. According to the elm the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication. However, some literature suggests that price savings might increase the motivation to process the message. Therefore, advertising as a concept can be done the grounds of its effectiveness to increase sales, and also on its ability to persuade the consumer to choose the. Elm explains how a persuasive message changes attitude. An application of the elaboration likelihood model springerlink.
A comparative content analysis and investigation of the effects of differential route processing execution strategies. The elaboration likelihood model is discussed in this lesson, including the distinction between the central route and the peripheral route, examples of each route and when people are likely to. The model was introduced by petty and cacioppo over three. Sep 01, 2007 the purpose of this study was to test whether petty and cacioppos elaboration likelihood model is relevant to young people. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose. Model andrew monk and anna elliotts project on the elaboration likelihood model for communication theory. General and special interest magazine advertising and the elaboration likelihood model. Elaboration likelihood model, advertising, consumer information processing, processing antecedents, processing mechanisms, processing cues. A popular model used as a principle in persuasion work is the elaboration likelihood model created by richard e petty and john t cacioppo. A test of the elaboration likelihood model for therapy. Aug 01, 2011 a model used as a principle in persuasion work is the elaboration likelihood model elm.
The elm emphasizes the cognitive processing with which people react to persuasive communications. Introduction elaboration likelihood model is developed by richard e. The elaboration likelihood model explained youtube. Using the elaboration likelihood model elm, an experimental. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. This is termed as peripheral route to persuasion as substantiated by the elaboration likelihood model elm. Evaluation of smoking prevention television messages based on. Elaboration likelihood model theory flashcards quizlet. Abstract this paper develops a model called modified elaboration likelihood model to understand how people process advertising on the internet. Elaboration likelihood model theory using elm to get inside. We propose that using the elaboration likelihood model elm as a meta. These limitations are presented and discussed along with suggestions for research. Review paper elaboration likelihood model in consumer. Persuasion, attitude change, and the elaboration likelihood model. Advertising descends from marketing communications and to create a good advertisement the process must work from the beginning. This study tested the validity of petty and cacioppos 1981, attitudes and persuasion. Classic and contemporary approaches,dubuque, brown elaboration likelihood mode of persuasion in a therapy analogue setting.
All of these characteristics, but especially the target characteristics, play an important role in the elaboration likelihood model, which is a model that tries to explain how our attitudes are formed and how they can be changed. An earlier central study on adults was replicated, through 330 indepth interviews among three age groups 47, 811, 1215. Accepted may 10, 2001 abstract the elaboration likelihood model elm is a model of information processing and persuasion. These are all things that can influence how we attend to and receive a message. The elaboration likelihood model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient for predicting the effects of. Cacioppo made a theory based on the concept of persuasion in 1980 known as elaboration likelihood model of persuasion. This paper develops a model called modified elaboration likelihood model to understand how people process advertising on the internet. Cacioppo and pettys elaboration likelihood model theory elm seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. The elaboration likelihood model elm is one of the most widely used psychological theories to. The elaboration likelihood model of persuasion article pdf available in advances in experimental social psychology 19. An empirical study verifies the new model by examinin. Even if this is the case, it is by no means a perfect theory.
The elaboration likelihood model elm of persuasion is a dual process theory describing the. Elaboration likelihood model 219 2015 advertising psychology 21 central route to persuasion peripheral route to persuasion relatively enduring shows a grea slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Information processing of advertising among young people. The strength of any attitude changed depends on where it was changed along the elaboration continuum.
I will focus this discussion on petty and cacioppos elm because more research examines it. Consumer behaviour attitudes and the elaboration likelihood model elm examples of the central route persuasion. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Marketers of these products would usually highlight the benefits and innovative qualities of these products to make. Elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model. Advertising week 5 elaboration likelihood model by miriam. It was a product advertisement about a new disposable razor. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. The literature on advertising can be traced far back in time and many different theories and. We remember the message as ideas and we will be pe.
Elaboration likelihood model routes to persuasion richard petty, john cacioppo learning objectives know the 2 routes to persuasion and their components be able to explain the elm chart explain how topic relevancy determines which route will be used by the listener explain the role of motivation and ability in determining which route will be used two routes 1. Replications, extensions and some conflicting findings the elaboration likelihood model limitations and extensions in marketing. For advertising to be successful, the literature claims that the organisation must be aware of the whole process. It is important for advertising agencies to take the elaboration likelihood model elm into consideration to assess the attitudes of customers to make an effective advertising strategy. The central path is most appropriately used when the receiver is motivated to think about the message and has the ability to think about the message. Nobody can hope to persuade anybody with 100% guaranteed success. Advertisements play a significant role in the athletic apparel industry, as consumers rely on catalogues and online advertisements. There are routes through which persuasive messages are processed 16. Likelihood model to understand how people process advertising on the internet. Critically evaluate effectiveness of elm at explaining cognitive and affective information processing. Start studying elaboration likelihood model theory. Elaboration likelihood model critique essay example graduateway.
The elaboration likelihood model has been hailed by some as unquestionably the most influential recent theoretical development in persuasion research okeefe, 2002. Abstract the elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. Likelihood model part 1 whether in advertising, in politics or in everyday conversation with acquaintances or friends. The elaboration likelihood model claims that there are two paths to persuasion. The effects of source credibility, message quality, and issue involvement on social influence were investigated in a 2. Elaboration likelihood model theory using elm to get inside the. Elaboration likelihood model communication studies. The elaboration likelihood model of persuasion elm is essentially a theory about the thinking processes that might occur when we attempt to change a persons. Decision making by elaboration likelihood model analysis journal and model pdf. Motivation, models and messages in athletic apparel advertisements. The infomercial features a celebrity spokesperson, live demonstrations of the product, testimonials from audience members and a limitedtime offer for free accessories for those who order the appliance during the show. According to the elaboration likelihood model of attitude change, people are more likely to carefully process persuasive messages when they are motivated and capable of considering all available information. The elaboration likelihood model can be applied to advertising and marketing.
The elaboration likelihood model elm states that there are two routes through which persuasive messages are processed. Valueexpressive versus utilitarian advertising appeals. Review paper elaboration likelihood model in consumer research. Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. Elaboration likelihood model oregon state university. We explore two routes to persuasion that encompass a range of more specific processes, based on an important model in the social psychological literature, the elaboration likelihood model elm. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors.
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