Elaboration Likelihood Model

Definition

The elaboration likelihood model (ELM) is a psychological theory that explains how individuals process persuasive messages, focusing on the likelihood of elaboration or deep thinking about the information presented. It identifies two main routes to persuasion: the central route, where individuals engage in thoughtful consideration of arguments, and the peripheral route, where they rely on superficial cues such as attractiveness or credibility. This model is crucial for understanding how consumer reviews and ratings in social media can significantly influence purchasing decisions.

5 Must Know Facts For Your Next Test

1. The ELM suggests that the effectiveness of persuasive messages depends on the audience's motivation and ability to process information.
2. When consumers are motivated to carefully evaluate product reviews, they are likely to use the central route, leading to more informed decisions.
3. In situations where consumers are less motivated or distracted, they may rely on the peripheral route, where they might be swayed by reviews with high ratings or appealing images.
4. Social media platforms amplify the impact of consumer reviews because they provide an abundance of information that can be processed through both routes of persuasion.
5. Understanding which route consumers are using can help marketers craft more effective messages tailored to their audience's engagement levels.

Review Questions

• How does the elaboration likelihood model explain the different ways consumers process information from reviews?
  • The elaboration likelihood model explains that consumers can process information from reviews through either the central or peripheral route. When consumers are motivated and able to engage with detailed content, they use the central route, leading to more enduring attitude changes based on the quality of arguments. On the other hand, if they are less motivated or distracted, they may take the peripheral route, where they focus on superficial aspects like star ratings or reviewer popularity, resulting in less stable beliefs.
• Discuss how marketers can leverage the elaboration likelihood model to improve their strategies on social media.
  • Marketers can leverage the elaboration likelihood model by tailoring their messages based on consumers' processing styles. For audiences likely to engage via the central route, marketers should provide in-depth reviews highlighting key product benefits and detailed comparisons. For those inclined towards the peripheral route, they should focus on eye-catching visuals, endorsements from popular influencers, and high ratings to capture attention quickly. This strategic approach helps ensure that messaging resonates effectively with both types of consumers.
• Evaluate the potential impact of cognitive dissonance on a consumer's reaction to conflicting reviews when applying the elaboration likelihood model.
  • Cognitive dissonance can significantly affect how consumers react to conflicting reviews under the elaboration likelihood model. When faced with opposing opinions, a consumer may experience discomfort due to their pre-existing beliefs about a product. If they are motivated and engaged (central route), they may actively seek out additional information to resolve this conflict and align their attitudes with stronger evidence. However, if they are less involved (peripheral route), they might ignore conflicting reviews altogether or favor those that support their existing views, which reinforces their prior beliefs despite contradictory information.

Related terms

Central Route: The central route to persuasion involves careful and thoughtful consideration of the arguments presented in a message, leading to lasting attitude change.

Peripheral Route: The peripheral route to persuasion occurs when individuals are influenced by superficial cues rather than the actual content of the message, often leading to temporary attitude change.

Cognitive Dissonance: Cognitive dissonance is the mental discomfort experienced when holding two or more conflicting beliefs, values, or attitudes, often leading individuals to change their views to reduce this discomfort.