Desia Dunn

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Elaboration Likelihood Model (Chapter 5-
Persuasion)

• Desia Dunn

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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.

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Creating Persuasive Messages

• 2 Routes
• 1. The Central Route
• 2. The Peripheral Route
  

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

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Types of Elaborated (Central) Arguments

• 3 Types
• 1. Strong Argument
• 2. Neutral Argument
• 3. Weak Argument

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Types of Elaborated (Central) Arguments

• 1. Strong Argument-
• Creates a POSITIVE cognitive response and
  positively aligns the receivers beliefs with
  those of the persuader. (can create change)
• This can create change
• Example
• Martin Luther King, Jr. I have a Dream
  speech

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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.

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Types of Elaborated (Central) Arguments

• 3. Weak Argument-
• Produces NEGATIVE cognitive responses to the
  persuasive message.
• This can prevent change

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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

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Peripheral Route (shortcut)

• Use when the motivation and or the ability is
  missing from the target audience.
• Rely on a receivers emotional involvement and
  persuades through more superficial means
• Creates SHORT TERM change, if any at all

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Types of Peripheral Cues

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

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Types of Peripheral Cues

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

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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

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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.

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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 peoples 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

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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.

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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

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How Green Should You BeCan Environmental
Associations Enhance Brand Performance?

• Researchers looked at the relationship between a
  persons 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).

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How Green Should You BeCan 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
• 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

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How Green Should You BeCan 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

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How Green Should You BeCan Environmental
Associations Enhance Brand Performance?

• Conclusions
• When looking at ELM
• The results demonstrate that the individuals
  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.

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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.