Elaboration Likelihood Model Developed by Petty & Cacioppo

Persuasion Advertisers are very interested in persuasion and how it takes place 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) 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 judgment Belief – an opinion, expectation or judgment Attitude –Learned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object. Attitude –Learned predispositions to respond toward an object—an individual’s overall feelings toward or evaluation of an object. Behavioral Intention – determination to behave in a specified way Behavioral Intention – determination to behave in a specified way

Elaboration Likelihood Model (ELM) “Elaboration” “Elaboration” Refers to the extent to which the individual thinks about or mentally modifies arguments contained in the communication Refers to the extent to which the individual thinks about or mentally modifies arguments contained in the communication “Likelihood” “Likelihood” Refers to the probability that an event (i.e., elaboration) will occur 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) 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 The elaboration likelihood determines the extent of enduring attitude change

Two Mental Routes to Changing an Attitude Central Route Central Route Thinking actively about an argument Peripheral Route Peripheral Route Shorthand way to accept or reject an argument

Central Route to Persuasion Requires thoughtful analysis, or cognitive elaboration, of the presented arguments Requires thoughtful analysis, or cognitive elaboration, of the presented arguments Recipient attends to the message arguments & attempts to evaluate & understand them Recipient attends to the message arguments & attempts to evaluate & understand them Favorable thoughts Favorable thoughts Counterarguments Counterarguments Neutral thoughts Neutral thoughts Thoughtful attitude change Thoughtful attitude change

Central Route – Message Elements Product-related information Product-related information Product attributes Product attributes Benefits Benefits Demonstrations Demonstrations Message content & message arguments Message content & message arguments Ability to persuade depends on the receiver’s evaluation of the quality of the arguments presented 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 persistent over time More predictive of subsequent behavior More predictive of subsequent behavior More resistant to counterpersuasion More resistant to counterpersuasion

Peripheral Route to Persuasion Attitude change is less thoughtful Attitude change is less thoughtful Requires little mental effort Requires little mental effort Most messages are processed this way out of necessity (information overload) Most messages are processed this way out of necessity (information overload) Attitude change is the result of peripheral persuasion cues (next slide) Attitude change is the result of peripheral persuasion cues (next slide) Leads to short-term attitude change (temporary effects) Leads to short-term attitude change (temporary effects)

“Peripheral Cue” Variables 1. Source characteristics Expertise Expertise Credibility Credibility Attractiveness Attractiveness Likability Likability 2. Message execution elements Color or pictures in ad Color or pictures in ad Music Music Humor Humor Can be positive or negative Can be positive or negative

ELM What determines whether a person will take the central vs. the peripheral route to persuasion? What determines whether a person will take the central vs. the peripheral route to persuasion? Motivation (to process message) Motivation (to process message) Ability (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) Involvement – the degree of perceived relevance and personal importance (with product category or brand) High involvement High involvement Low involvement Low involvement Need for Cognition – personality trait reflecting the extent to which people engage in and enjoy effortful thinking Need for Cognition – personality trait reflecting the extent to which people engage in and enjoy effortful thinking High NFC High NFC Low NFC Low NFC

Ability to Attend to Messages Freedom from distraction Freedom from distraction Distraction disrupts elaboration Distraction disrupts elaboration Concentration must be possible Concentration must be possible Sufficient prior knowledge Sufficient prior knowledge Receiver must be able to understand information to be able to elaborate on it Receiver must be able to understand information to be able to elaborate on it