Desia Dunn Elaboration Likelihood Model (Chapter 5- Persuasion)

Desia Dunn

Elaboration Likelihood Model

(Chapter 5- Persuasion)

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.

Creating Persuasive Messages

2 Routes:

1. The Central Route

2. The Peripheral Route

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:

o Highly MOTIVATED to process all the information.o ABLE to process the message cognitively.

Types of Elaborated (Central) Arguments

3 Types:

1. Strong Argument

2. Neutral Argument

3. Weak Argument


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


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.


3. Weak Argument- Produces NEGATIVE cognitive responses to the

persuasive message.

This can prevent change

Summary of Central Route

Creates LONG TERM changeNeeds people who are motivated about the subject Needs people who are able to comprehend the

information given.

Strong Arguments

Neutral Arguments

Negative Arguments

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

Types of Peripheral Cues:

1. Authority: This can be used to convince the audience to accept the beliefs or behaviors presented.

Example:


2. Commitment: Emphasizes a persons dedication to a product, social cause, group affiliation, political party, and so on.

Example:


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…”


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.


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

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.

Summary of… Peripheral Route

Creates SHORT –TERM ChangeTypes of Peripheral Cues:

1. Authority

2 .Committed

3. Compare and Contrast

4. Liking

5. Reciprocation

6. Scarcity

7. Social ProofTypes of Peripheral Strategies:

1. Positive2. Neutral3. Negative

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).


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- DetergentExperiment Group 1- Milk Experiment Group 1- DetergentExperiment Group 2-Milk Experiment Group 2- DetergentExperiment 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


Enhance Brand Performance?Results:

Hypothesis 1- not supportedHypothesis 2- not supportedHypothesis 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


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.

References

Montoro-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.

Desia Dunn Elaboration Likelihood Model (Chapter 5- Persuasion)

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