ELM

Refer to pages 157- 159 of the text.  The elaboration likelihood model (ELM) proposes that there are two paths to persuasion, namely the central route and the peripheral route.  The pathway that is taken by the receiver of the advertising message, depends upon their motivation and ability to process the advertising message.

Motivation to process

Motivation to process an advertising message depends upon:

• level of involvement with the issue (high v low involvement)

• the relevance or importance of the message - match with needs and motives

• the extent to which the message supports current beliefs and attitudes

• the need for comprehension and understanding of the message.

Ability to process

Ability to process depends upon:

• distractions (noise)

• ability to comprehend the message

• familiarity with the topic and the product

• the extent to which the recipient has an established cognitive schema (knowledge domain) regarding the topic.

Central route to persuasion

The central route to persuasion is more likely for high involvement products, where the consumer is both motivated and/or able to process the message.  High elaboration of message arguments results with the consumer paying close attention to and thinking about the message arguments presented in the advertisement.  Favourable attitudes towards the arguments (support arguments) and message source (source bolsters) result in a positive and enduring attitude change (persuasion).  Conversely, negative attitudes towards the arguments presented in the message (counterarguments) and the message source (source derogations) result in enduring negative attitudes. 

Peripheral route to persuasion

The peripheral route to persuasion is more likely for low involvement products, where the consumer is not motivated and/or able to process the message.  Under the peripheral route, the consumer is more likely to pay attention to peripheral cues (music, imagery, source characteristics) rather than the message arguments.  If the recipient has a favourable response to these peripheral cues then temporary persuasion occurs. 

The implications of the elaboration likelihood model and whether consumers are likely to follow the central or the peripheral route to persuasion need to be considered when developing promotional messages.

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Effective communication is critical to the success of the marketing effort

The information on this website is based on Belch, GE & Belch MA 2007, Advertising and Promotion: An Integrated Marketing Communication Perspective, 7th edn, McGraw Hill/Irwin, New York.

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