Previous to his academic positions, he worked in the advertising agency business. The peripheral route processes the message without. Pdf an experimental investigation of internet advertising and the. The elaboration likelihood model can be applied to advertising and marketing.
The elaboration likelihood model as applied to youth, journal of advertising research, sep. Pdf oz the elaboration likelihood model which has been accepted as an alimentary. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. Abstract this paper develops a model called modified elaboration likelihood model to understand how people process advertising on the internet.
Pdf given the similarities and potential differences between the internet and. Incorporating the principles of the elaboration likelihood model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Elaboration likelihood model theory using elm to get inside. Sep 01, 2007 the purpose of this study was to test whether petty and cacioppos elaboration likelihood model is relevant to young people. The idea is that when a person is presented with information, this person will process this information on a certain level of. Richard petty and john cacioppo posit two basic routes for persuasion. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Following along the central route, when a listener is highly motivated and interested, they tend to pay a lot of attention to the quality of the message being delivered. Elaboration likelihood model is a general theory of attitude change. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. Music in television advertising and other persuasive media. Elaboration likelihood model okeefe major reference. An application of the elaboration likelihood model springerlink.
The elaboration likelihood model american accounting association. The elaboration likelihood model applied to internet advertising essay pages. Article information, pdf download for processing of apparel advertisements. The elaboration likelihood model can be effectively applied to advertising and marketing because the ultimate goal is to change the consumers attitude in order to change their behavior. This fact has not been lost on advertisers, of course, who have made exten. Evaluation of smoking prevention television messages based on. The internet, as no other medium, has given an international or a globalized dimension to the world. The elaboration likelihood model petty and cacioppo 1986a, 1986b arose. It is likely easy for you to come up with at least one example of a person with whom you 104 applying communication theory for professional life 05dainton.
This theory organizes the many different attitude change processes under a single conceptual umbrella. In the remainder of this article we will outline the elm as a series of postulates that make explicit the guiding assumptions and principles of the model. Advertisements play a significant role in the athletic apparel industry, as consumers rely on catalogues and online advertisements. In any given situation, the likelihood of elaboration thinking varies.
The central route involves message elaboration, defined as the extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication. An application of the elaboration likelihood model. The elaboration likelihood model elm proposes two routes to persuasion the central route persuasion occurs via information and the peripheral route persuasion occurs via visual cues, attractive actors and other source characteristics. Both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative.
Conceptualizing persuasive messages using elm in social media. Apr 20, 2017 elaboration likelihood model meaning elaboration likelihood model definition elaboration likelihood model explanation. An earlier central study on adults was replicated, through 330 indepth interviews among three age groups 47, 811, 1215. Abstract the elaboration likelihood model of persuasion elm is discussed as it relates to source factors in persuasion. Elaboration likelihood model the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication and the strength of the attitudes that result from those processes. It was a product advertisement about a new disposable razor. Some studies have looked at how the elaboration likelihood model elm can. 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. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways.
Elaboration likelihood model critique essay example graduateway. Abstract the elaboration likelihood model elm, developed by petty and. Elaboration likelihood model communication studies. They are called central route and peripheral route. This study applies an important model from psy chology and advertising the elaboration likeli hood model elm cacioppo and petty, 1989 petty and. Elaboration likelihood model, advertising, consumer information processing, processing antecedents, processing mechanisms, processing cues. Since individuals are exposed to vast amounts of information, it is only possible to carefully process the most relevant.
Elaboration likelihood model two women, julie and sarah, sit down to watch an infomercial advertising a new kitchen appliance. First, you decide to create an ad targeting central route processors. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. This study applies an important model from psy chology and advertisingthe elaboration likeli hood model elm cacioppo and petty, 1989 petty and. The theory explains how attitudes are formed and reinforced by persuasive arguments. In an advertising context, the model holds that the process responsible for ad effectiveness is.
Implications of the elaboration likelihood model for interviewer decision processes, journal of business and psychology 10. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended. The former is called central route processing and takes a. The elaboration likelihood model in the new millennium. The elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual. The elaboration likelihood model petty and cacioppo, 1986, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Firstly, elm is a fundamental advertising theory, which has a home in all leading advertising texts and advertising programs at universities worldwide. Using the elaboration likelihood model elm, an experimental study was. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads. Persuasion, attitude change, and the elaboration likelihood model. One such model is the elaboration likelihood model, originally created for the study of persuasion in social psychology, but with proven implications and applicability in marketing, especially in. In 1983, petty, cacioppo and schumann conducted a study to examine source effects in advertising.
The elaboration likelihood model elm of persuasion is a theory about how attitudes are formed and changed. The elaboration likelihood model applied to internet. However, some literature suggests that price savings might increase the motivation to process the message. Given modern communication contexts, it is appropriate to question the models validity and relevance.
Pdf elaboration likelihood model elm in print advertisements. 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. Review, critique and research agenda article pdf available in european journal of marketing 481112. What is the elaboration likelihood model in psychology. Jun 24, 2014 elaboration likelihood model elm assumes that consumers interpret persuasive messages by applying central and peripheral routes in a particular environment. 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 a theoretical approach that may offer guidance on development of messages that meet these needs. Elaboration likelihood model a theory of persuasion. Elaboration likelihood model as applied to youth, journal of advertising research, 4 7 homer, p. Specifically, it is a dualprocess theory that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. The elaboration likelihood model as applied to youth. Review paper elaboration likelihood model in consumer. We propose that using the elaboration likelihood model elm as a meta. Jan 26, 20 the elaboration likelihood model elm of persuasion, developed by richard petty, john cacioppo, and their collaborators, is an example of a dual.
The elaboration likelihood the elaboration likelihood model applied to internet advertising in just a few years, the internet has established itself as a very powerful platform that has changed the way we communicate. Pdf information processing of advertising among young. 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. Social judgment theory consider your personal and professional network. Attitude change and the elaboration likelihood model. The discussion begins with a brief consideration of the prevalence of music in advertising. Source factors and the elaboration likelihood model of. Mar 17, 2019 the elaboration likelihood model elm of persuasion is a dual process theory that describes the change of attitudes and behaviour. Little empirical evidence exists concerning the effect of price savings on the motivation to process a message.
Elaboration likelihood model elm in print advertisements. According to the elm the elaboration likelihood model of persuasion is a theory about the processes responsible for yielding to a persuasive communication. The elm proposes that under low elaboration likelihood, source factors serve as simple acceptance or rejection cues under moderate elaboration likelihood source factors guide the extent of thinking. The next stage of the elaboration likelihood model is the processing stage. The main theory is the elaboration likelihood model elm. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Motivation, models and messages in athletic apparel advertisements. This is the stage where message characteristics and source characteristics are both taken into account.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. Information processing of advertising among young people. Companies are trying to maximize the potential of social media in their marketing communication strategies. Elaboration likelihood model social psychology iresearchnet. The elaboration likelihood model as applied to youth researchgate. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the.
Morris is a professor in the department of advertising, college of journalism and communications, university of florida. Introduction elaboration likelihood model is developed by richard e. The elaboration likelihood model elm is a psychological theory that addresses the process of persuasion. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. This study would like to make use of the influential persuasion theory, elaboration likelihood model elm to study messages included in. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of.1332 982 878 688 492 1332 912 1339 893 748 331 2 1234 1400 222 1072 813 91 760 459 1037 1065 1556 1425 1575 3 706 1215 458 718 387 1376 854 1220 528