Elaboration Likelihood Model: Influence on Persuasive Appeals
The Elaboration Likelihood Model was developed by Petty and Cacioppo in 1986 and discusses the attitude change in individuals caused by media. There are two routes through which information can be processed. First, the central route where individuals evaluate information in a rational matter. The second, the peripheral route where the receiver relies on the style of message, the credibility of the source, and their own mood to process information. (Rosenberry & Vicker, 2017).
Persuasion relies on the individual and which route they decide to take as the degree of involvement is an important factor. In our textbook, Applied Mass Communication, we learn that someone in the market for a new car will pay attention to price and performance when viewing a car commercial while someone who just purchased a car will observe brand image more closely.
As stated in an article by John Geddis, “The ELM posits that when a persuader presents information to an audience, a level of ‘elaboration’ results. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it.”
This theory influences how I would craft persuasive appeals because now I know more in depth how the mind works and how this model affects individuals. As stated in an article for Oregon State, “The central path is most appropriately used when the receiver is motivated to think about the message and has the ability to think about the message. If the person cares about the issue and has access to the message with a minimum of distraction, then that person will elaborate on the message.” If I were to create an ad or commercials to sell hair growth products, I would target individuals who are in the market for said treatment. People who have experienced hair thinning or loss due to lack of proper hair treatment, too many chemical processes, or health conditions. I know that these people will pay closer attention to details about the brand than those who have no need for the item. Displaying these appeals across beauty websites, stores like Sephora and Ulta, and cosmetologist offices will lead to higher conversion rate.
