ELABORATION LIKELIHOOD MODEL

Elaboration Likelihood Model

Elaboration Likelihood Model

Introduction

The main purpose of this paper is to make an analysis on Elaboration Likelihood Model (ELM). The paper makes discussion on the theoretical strengths and weaknesses of ELM Model, and the effectiveness of the model with the examples.Elaboration Likelihood Model (ELM)The Elaboration Likelihood Model (ELM) has evolved by Petty & Cacioppo (1986). They believed that the explanation to persuasion was whether an individual got motivated to 'elaborate' upon a message, or if they are able. This model assumes that attitude change has its causes by two information processes, the central and peripheral routes. The extent of the elaboration varies from reasoned arguments, which have intentions to convince a person though rational thought, to basic cues from a message which implies conclusion is correct (Chen, 2008, p. 1379). When presented, with a decision to make about an argument, a person will attempt to form an opinion using the information they are given. In the case, of the central route the person will have superior processing motivation so are more likely to think about the information, and with the peripheral route, the processing motivation will be lower so little consideration for the information. In some situations, we think about the content, in others the context. According to this model, the change in attitudes that generated a message in us can be produced through two different routes of cognitive processing: the central route and peripheral route (Steven, 1995, p. 243). The messages have processed by the central route are more interested in us and get examined in a rational and profound in terms of the quality of its arguments. Marketing and Advertising using silicone wristbands follows the peripheral route of persuasion under the Elaboration Likelihood Model as given by Richard Petty and John Cacioppo. Under this route, the recipients rely on a variety of cues to make smart buying decisions. Robert Cialdini has indentified six such cues: 

1. Reciprocation2. Consistency

3. Social Proof

4. Liking

5. Authority

6. ScarcityAccording to this model, the change in attitudes that generated a message in us can be produced through two different routes of cognitive processing: the central route and peripheral route. Most researchers agree that the central and peripheral routes are not two tight spaces, but rather a dynamic continuum in which we can find situations of "low probability of processing" (ring road), situations of "high probability processing "(central route) and situations of" likelihood of developing media ", in which certain parts of the message will get processed by peripheral route and others by central route. The messages have processed by the central route are more interested in us (Sher, 2009, p. 137). The cognitive effort required to process a message via the central route is greater than that required to do so by peripheral route, which makes it impractical to examine all the messages we receive daily by central route.

Central Route

The central route is when a person takes time and careful thought about arguments such as adverts presented. They engage in systematic processing, which leads to this thought process which requires effort and so only occurs if the information received is relevant or important to the ...