Download Elaboration Likeliness Model (Chapter 5

Elaboration Likelihood Model
(Chapter 5- Persuasion)
Desia Dunn
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
Types of Elaborated (Central) Arguments
1. Strong ArgumentCreates 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
Types of Elaborated (Central) Arguments
2. Neutral ArgumentGenerates a NON-COMMITALL cognitive response from the receiver
 NO change will occur
 Example: An informative speech where the speaker is
strictly giving the facts.
Types of Elaborated (Central) Arguments
3. Weak ArgumentProduces NEGATIVE cognitive responses to the persuasive message.
 This can prevent change
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
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:
Types of Peripheral Cues:
2. Commitment:
Emphasizes a persons dedication to a product, social
cause, group affiliation, political party, and so on.
Example:
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…”
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.
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
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 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
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).
How Green Should You Be:
Can Environmental Associations Enhance Brand
Performance?
 Methods:
828 Women
New brand of Milk
4 cities in Spain
New brand of Detergent
 Divided into 8 experimental groups:
Control Group-Milk
Experiment Group 1- Milk
Experiment Group 2-Milk
Experiment Group 2-Milk
Control Group- Detergent
Experiment Group 1- Detergent
Experiment Group 2- Detergent
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
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
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.
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.