2. Desia Dunn Elaboration Likelihood Model (Chapter 5- Persuasion)

3. Elaboration Likelihood Model Elaboration Likelihood Model-- Views persuasion primarily as a cognitive event… the targets (audience) of persuasive messages use mental processes of motivation and reasoning (or lack thereof) to accept or reject persuasive messages. It is important in this model that you get an understating of audience members before creating a persuasive message.

4. Creating Persuasive Messages 2 Routes: 1. The Central Route 2. The Peripheral Route

5. The Central Route (slow and steady) AKA. Elaborated Route Need a good and rational argument as well as evidence as to why to support a particular argument. These create LONG-TERM change In order to create long term change the target must be: oHighly MOTIVATED to process all the information. oABLE to process the message cognitively.

6. Types of Elaborated (Central) Arguments 3 Types: 1. Strong Argument 2. Neutral Argument 3. Weak Argument

7. Types of Elaborated (Central) Arguments 1. Strong Argument- Creates a POSITIVE cognitive response; and positively aligns the receiver’s beliefs with those of the persuader. (can create change) This can create change Example: Martin Luther King, Jr. “I have a Dream” speech

8. Types of Elaborated (Central) Arguments 2. Neutral Argument- Generates a NON-COMMITALL cognitive response from the receiver NO change will occur Example: An informative speech where the speaker is strictly giving the facts.

9. Types of Elaborated (Central) Arguments 3. Weak Argument- Produces NEGATIVE cognitive responses to the persuasive message. This can prevent change

10. Summary of Central Route Creates LONG TERM change Needs people who are motivated about the subject Needs people who are able to comprehend the information given. Strong Arguments Neutral Arguments Negative Arguments

11. Peripheral Route (shortcut) Use when the motivation and or the ability is missing from the target audience. Rely on a receiver’s emotional involvement and persuades through more superficial means Creates SHORT –TERM change, if any at all

12. Types of Peripheral Cues: 1. Authority: This can be used to convince the audience to accept the beliefs or behaviors presented. Example:

13. Types of Peripheral Cues: 2. Commitment: Emphasizes a persons dedication to a product, social cause, group affiliation, political party, and so on. Example:

14. Types of Peripheral Cues: 3. Compare/ Contrast Effects: This is produced by the communicator setting up uneven points of comparisons. Example: when someone says to you, “I will do anything for you if you do this giant favor for me…”

15. Types of Peripheral Cues: 4. Liking: These stress affinity towards a person, place, or object. Example: When a company decides to use a popular celebrity of the time to advertise their brand or product.

16. Types of Peripheral Cues: 5. Reciprocation: Influence audiences by emphasizing a give and take relationship Example: “call now and Ill give you ___ free of charge” 6. Scarcity: Preys of people’s worry of missing out Example: Limited supply... “if you call now, within the next 20 minutes…” part of the audio clip. 7. Social Proof: Relies on peer pressure

17. Types of Peripheral Messages: 1. Positive- Those that are well perceived by the audience and create a POSTITIVE affective state 2. Neutral- Leaves receivers feeling emotionally ambivalent; should they (the receiver) care or not? This leaves them UNSURE on their emotions toward the persuasive message. 3. Negative- Produces DISAPPORVING emotional responses within the receiver.

18. Summary of… Peripheral Route Creates SHORT –TERM Change Types of Peripheral Cues: 1. Authority 2.Committed 3. Compare and Contrast 4. Liking 5. Reciprocation 6. Scarcity 7. Social Proof Types of Peripheral Strategies: 1. Positive 2. Neutral 3. Negative

19. How Green Should You Be: Can Environmental Associations Enhance Brand Performance? Researchers looked at the relationship between a person’s attitude (and willing to purchase) towards new products which are eco-friendly. Literature review limitations: Hypothesis 1- “the association of environmental benefits to the brand improves attitudes towards the brand.,” (p548). Hypothesis 2 – “Attitude toward the brand improves with the inclusion of environmental information from an independent organization.” (p548). Hypothesis 3 – “beliefs about the environment performance have a significant effect on brand attitude when the consumer is involved with the product and frequently purchase it,” (p549).

20. How Green Should You Be: Can Environmental Associations Enhance Brand Performance? Methods: 828 Women 4 cities in Spain New brand of Milk New brand of Detergent Divided into 8 experimental groups: Control Group-Milk Control Group- Detergent Experiment Group 1- Milk Experiment Group 1- Detergent Experiment Group 2-Milk Experiment Group 2- Detergent Each group was given a different brochure containing more or less information about the product being eco-friendly Given a survey to answer, after they studied the brochure

21. How Green Should You Be: Can Environmental Associations Enhance Brand Performance? Results: Hypothesis 1- not supported Hypothesis 2- not supported Hypothesis 3- not supported Discussion: “ This study shows the absence of direct effects of environmental information on attitude toward the brand with which it is associated,” (p557). Use non perishable products in further studies

22. How Green Should You Be: Can Environmental Associations Enhance Brand Performance? Conclusions: When looking at ELM… The results demonstrate that the individual’s knowledge about the environment benefits of the brand is relevant in the formation of attitudes only if the brand has a high- purchase frequency and fits into high-involvement product categories,” (p559). In future re-visits to this type of study, the central route should be taken rather than the peripheral which has the ability to cause no change at all.

23. References M ontoro-Rios, F.J., Luque-Martinez, T., & Rodriguez-Molina, M. (2008) “How Green Should You Be: Can Environmental Associations Enhance Brand Performance?” Journal of Advertising Research, December 2008, 547-563.