Elaboration Likelihood Elaboration Likelihood ModelModel

Developed by Petty & Developed by Petty & CacioppoCacioppo

PersuasionPersuasion

Advertisers are very interested in Advertisers are very interested in persuasion and how it takes placepersuasion and how it takes place

Persuasion occurs when the change Persuasion occurs when the change in belief, attitude, or behavioral in belief, attitude, or behavioral intention is caused by promotion intention is caused by promotion communication (such as advertising communication (such as advertising or personal selling)or personal selling)

Beliefs, Attitudes, & Beliefs, Attitudes, & Behavioral IntentionsBehavioral Intentions

BeliefBelief – – an opinion, expectation or an opinion, expectation or judgmentjudgment

AttitudeAttitude – –Learned predispositions to Learned predispositions to respond toward an object—an respond toward an object—an individual’s overall feelings toward or individual’s overall feelings toward or evaluation of an object.evaluation of an object.

Behavioral IntentionBehavioral Intention – – determination determination to behave in a specified wayto behave in a specified way

Elaboration Likelihood Model Elaboration Likelihood Model (ELM)(ELM)

““Elaboration”Elaboration”Refers to the extent to which the Refers to the extent to which the

individual thinks about or mentally individual thinks about or mentally modifies arguments contained in the modifies arguments contained in the communicationcommunication

““Likelihood”Likelihood”Refers to the probability that an event Refers to the probability that an event

(i.e., elaboration) will occur(i.e., elaboration) will occur

ELMELM

Theorizes about the likelihood that Theorizes about the likelihood that an issue or argument will be an issue or argument will be elaborated upon (engage in issue-elaborated upon (engage in issue-relevant thinking)relevant thinking)

The elaboration likelihood The elaboration likelihood determines the extent of enduring determines the extent of enduring attitude changeattitude change

Two Mental Routes to Two Mental Routes to Changing an AttitudeChanging an Attitude

Central RouteCentral Route Thinking actively Thinking actively

about an argumentabout an argument

Peripheral RoutePeripheral Route Shorthand way to Shorthand way to

accept or reject an accept or reject an argumentargument

Central Route to PersuasionCentral Route to PersuasionRequires thoughtful analysis, or Requires thoughtful analysis, or

cognitive elaboration, of the cognitive elaboration, of the presented argumentspresented arguments

Recipient attends to the message Recipient attends to the message arguments & attempts to evaluate & arguments & attempts to evaluate & understand themunderstand themFavorable thoughtsFavorable thoughtsCounterargumentsCounterargumentsNeutral thoughtsNeutral thoughts

Thoughtful attitude changeThoughtful attitude change

Central Route – Message Central Route – Message ElementsElements

Product-related informationProduct-related information Product attributesProduct attributes BenefitsBenefits DemonstrationsDemonstrations

Message content & message Message content & message argumentsarguments

Ability to persuade depends on the Ability to persuade depends on the receiver’s evaluation of the quality receiver’s evaluation of the quality of the arguments presentedof the arguments presented

Attitudes produced by high Attitudes produced by high elaboration (central route) are:elaboration (central route) are:

More persistent over timeMore persistent over timeMore predictive of subsequent More predictive of subsequent

behaviorbehaviorMore resistant to counterpersuasionMore resistant to counterpersuasion

Peripheral Route to Peripheral Route to PersuasionPersuasion

Attitude change is less thoughtfulAttitude change is less thoughtfulRequires little mental effortRequires little mental effortMost messages are processed this way Most messages are processed this way

out of necessity (information overload)out of necessity (information overload)Attitude change is the result of Attitude change is the result of

peripheral persuasion cues peripheral persuasion cues (next slide)(next slide)Leads to short-term attitude change Leads to short-term attitude change

(temporary effects)(temporary effects)

““Peripheral Cue” VariablesPeripheral Cue” Variables

1.1. Source characteristicsSource characteristics ExpertiseExpertise CredibilityCredibility AttractivenessAttractiveness LikabilityLikability

2.2. Message execution elementsMessage execution elements Color or pictures in adColor or pictures in ad MusicMusic HumorHumor

Can be positive or negativeCan be positive or negative

ELMELM

What determines whether a person What determines whether a person will take the central vs. the will take the central vs. the peripheral route to persuasion?peripheral route to persuasion?

Motivation (to process message)Motivation (to process message)Ability (to process message)Ability (to process message)

Motivation to Attend to Motivation to Attend to MessagesMessages

InvolvementInvolvement – the degree of perceived – the degree of perceived relevance and personal importance relevance and personal importance (with product category or brand)(with product category or brand)High involvementHigh involvementLow involvementLow involvement

Need for CognitionNeed for Cognition – personality trait – personality trait reflecting the extent to which people reflecting the extent to which people engage in and enjoy effortful thinkingengage in and enjoy effortful thinkingHigh NFCHigh NFCLow NFCLow NFC

Ability to Attend to MessagesAbility to Attend to Messages

Freedom from distractionFreedom from distractionDistraction disrupts elaborationDistraction disrupts elaborationConcentration must be possibleConcentration must be possible

Sufficient prior knowledgeSufficient prior knowledgeReceiver must be able to understand Receiver must be able to understand

information to be able to elaborate on itinformation to be able to elaborate on it