Comprehending CSR messages: applying the elaboration likelihood model

2018 ◽  
Vol 23 (1) ◽  
pp. 17-34 ◽  
Author(s):  
Nicholas Browning ◽  
Osenkor Gogo ◽  
Marvin Kimmel
Keyword(s):  
Social Responsibility ◽  
Elaboration Likelihood Model ◽  
Experimental Manipulation ◽  
Elaboration Likelihood ◽  
Message Complexity ◽  
Organizational Image ◽  
Content Type ◽  
Likelihood Model ◽  
Cause Involvement ◽  
Corporate Social

Purpose Using the elaboration likelihood model as a framework, the purpose of this paper is to investigate the effects of cause involvement, ability to process, and motivation to process on consumer judgments of organizational image following exposure to a corporate social responsibility (CSR) message. Design/methodology/approach This study relies upon an experimental manipulation of message complexity and uses quantitative survey data. The data were analyzed via tests of means differences, hierarchical multiple OLS regression, and mediation analysis. Findings The authors found that CSR’s influence on image is unaffected by message complexity – at least directly. However, CSR’s influence on image is intensified by greater cause involvement and information processing ability, which indicates that central route processing is more likely to move the needle on such assessments. Additionally, involvement serves as an important mediator on the effects that ability and motivation to process have on ratings of organizational image. Originality/value The findings suggest the necessity for communicators of CSR to foster cause involvement in consumers if social responsibility efforts are to resonate and garner positive results. Additionally, should organizations wish to create deeper elaboration about CSR messages among consumers, simple, straightforward messaging appears most effective. Complex messages can, however, serve as valuable peripheral cues among certain audiences.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

Exploring online and offline shopping motivational values in Malaysia

2018 ◽  
Vol 30 (2) ◽  
pp. 352-379 ◽  
Author(s):  
Rachel Mei Ming Wong ◽  
Shiet Ching Wong ◽  
Guek Nee Ke
Keyword(s):  
Factor Analysis ◽  
Factor Model ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Age Group ◽  
Content Type ◽  
Societal Values ◽  
Gender And Age ◽  
Likelihood Model ◽  
Motivational Values

Purpose The purpose of this paper is to combine the elaboration likelihood model and hedonic/utilitarian values into a coherent model of shopping motivational values for online and offline Malaysian shoppers. Once these values were identified, they were compared to one another based on shopping channel, gender, and age group. Design/methodology/approach The Shopping Motivational Value Questionnaire was developed by the researcher after extensive literature review and measured the respondent’s perception toward shopping motivational values in both shopping channels. Data were collected from 306 Malaysians above the age of 21, and analyzed using exploratory factor analysis and pairwise t-test techniques. Findings The factor analysis revealed a three-factor model of shopping motivational values. Gratification Values were the most important to shoppers, followed by Essential and Societal Values. Shoppers perceived all these motivational values as important when shopping offline as compared to online, regardless of gender and age group. Research limitations/implications The results of the factor analysis revealed a three-factor model of shopping motivational values: Gratification Values which were the most important to shoppers, followed by Essential and Societal Values. These values were then compared to one another based on shopping channel, gender, and age group. Results indicate that shoppers perceived all these motivational values as important when shopping offline rather than online, regardless of gender and age group. Moreover, the perception of shoppers toward specific product categories and other shopping channels were not taken into account. Originality/value This study attempted to combine the elaboration likelihood model and hedonic and utilitarian values into a coherent model. A questionnaire was developed by the researcher with these two theoretical models as its foundation. Additionally, the shopping motivational values of this study have been formulated to be compatible to both shopping channels.

Dissuasion: the Elaboration Likelihood Model and young children

2016 ◽  
Vol 17 (3) ◽  
pp. 210-225 ◽  
Author(s):  
Anna R. McAlister ◽  
Danielle Bargh
Keyword(s):  
Visual Cues ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Persuasive Messages ◽  
Breakfast Cereal ◽  
Content Type ◽  
Level Of Involvement ◽  
Persuasive Communications ◽  
Likelihood Model ◽  
Central Route

Purpose The Elaboration Likelihood Model (ELM) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route (persuasion occurs via visual cues, attractive actors and other source characteristics). The central route is typically used for high-involvement decisions and the peripheral route is used in low involvement situations. The ELM has received extensive support when tested with adults; however, its ability to explain young children’s responses to persuasive communications has not been fully tested. Hence, the purpose of this research is to assess whether the standard tenets of the ELM apply to children’s processing of persuasive messages. Design/methodology/approach This study involved 84 preschool children, ages three to six. It used a 2 (involvement) × 2 (argument strength) × 2 (source attractiveness) design to test children’s responsiveness to advertisements for a novel breakfast cereal. Findings The findings suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement. It is the weak arguments and weak peripheral cues that dissuade children who are highly involved with a message. Originality/value This research makes an original contribution to the existing literature by testing the extent to which the ELM applies to children’s processing of persuasive advertisements. The finding that weak peripherals dissuade children from believing an ad’s message has strong implications for advertising practitioners.

Consumer-brand identity and online advertising message elaboration

2020 ◽  
Vol 14 (1) ◽  
pp. 111-132
Author(s):  
Kenneth Wilson Graham ◽  
Kelly M. Wilder
Keyword(s):  
Purchase Intention ◽  
Online Advertising ◽  
Elaboration Likelihood Model ◽  
Brand Identity ◽  
Elaboration Likelihood ◽  
Brand Identification ◽  
Content Type ◽  
Brand Advertising ◽  
Dependent Variables ◽  
Likelihood Model

Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.

An investigation of the persuasive effects of firm-consumer communication dyads using Facebook

2015 ◽  
Vol 7 (3) ◽  
pp. 295-313 ◽  
Author(s):  
Morgan Atwood ◽  
Cristian Morosan
Keyword(s):  
Social Media ◽  
Source Credibility ◽  
Hotel Industry ◽  
Elaboration Likelihood Model ◽  
Decision Makers ◽  
Elaboration Likelihood ◽  
Online Information ◽  
Content Type ◽  
Likelihood Model ◽  
Effective Use

Purpose – This paper aims to provide a deeper understanding of the effective use of Facebook within the hotel industry. It explored which current Facebook practices are effective/persuasive using the elaboration likelihood model (ELM) as the main theoretical foundation. Design/methodology/approach – Using an experimental design, the effects of consumers’ exposure to treatments, involving different levels of elaboration and source credibility, were examined to determine whether consumer’s process information from Facebook communication through a central or peripheral route. Findings – The results of this research showed that consumer attitudes are affected by the source credibility, but not by the level of elaboration. Also, intentions to stay at the hotel and intentions to engage with the hotel brand via social media were not affected by the level of elaboration or source credibility. Research limitations/implications – This study presents an important step forward in understanding how consumer persuasion takes place in an online environment. Also, this paper provides a first-hand account of the manner in which social media adds value to a business organization. In addition, this paper provides insight on how consumers process online information. Originality/value – As this is the first conceptualization of the ELM in a social media context, this study is uniquely able to explain the concept of persuasion in the hotel industry. Such knowledge is invaluable to academics and hotel decision makers, especially because the research provides specific insights on the manner in which attitudes change in consumers.

Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheshi Bao ◽  
Dongdong Wang
Keyword(s):  
Social Presence ◽  
Elaboration Likelihood Model ◽  
Moderating Effect ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Trust Theory ◽  
Likelihood Model ◽  
The Relationship ◽  
Community Commitment

Purpose Brand microblogs have been adopted as a new approach to promote products or services and maintain relationships with consumers for companies, but literature on why consumers are willing to participate on these microblogs is still relatively limited. The purpose of this study is to examine factors affecting consumers’ participation on brand microblogs and then indicate the underlying mechanism of this process based on elaboration likelihood model (ELM), commitment–trust theory and social presence. Design/methodology/approach An online survey was conducted in China to investigate consumers who followed brand microblogs. A total of 380 valid responses were collected, and the data were analyzed by the partial least squares structural equation modeling to assess the proposed research model. Findings The findings show that argument quality and source credibility of a brand microblog are two important factors that enhance consumers’ community commitment and trust toward the microblog, which, in turn, promote their participation intention. In addition, social presence has a moderating effect on the relationship between trust toward brand microblog and participation. Originality/value This study extends the understanding regarding consumers’ information adoption processes in brand microblogs from both central and peripheral routes based on ELM. Besides, the role of trust in affecting consumers’ participation and community commitment in the context of brand microblog has been examined from a more detailed perspective. Finally, this paper better reveal the role of social presence in brand communities by focusing on its moderating effect on the relationship between commitment–trust and consumers’ participation. These findings can provide entrepreneurs with insights into strengthening consumers’ participation and operating their brand microblogs in the long-term.

How user personality and information characteristics influence the creative information quality on open innovation platforms: an elaboration likelihood model

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lixin Zhou ◽  
Zhenyu Zhang ◽  
Laijun Zhao ◽  
Pingle Yang
Keyword(s):  
Open Innovation ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Quality Information ◽  
High Quality ◽  
Content Type ◽  
Likelihood Model ◽  
High Quality Information ◽  
Information Characteristics

PurposeLarge volumes of users' creative information have rapidly become vital resources in the open innovation platforms, so it is crucial to identify high-quality information from massive creative information. However, the existing literature on the quality of creative information only focuses on the information characteristics or publishers' features.Design/methodology/approachIn this paper, the authors used the elaboration likelihood model to examine the joint effect of central route factors (information characteristics: timeliness, readability and sentiment) and peripheral route factors (source characteristics: personality traits, past successful experiences and social network location) on the quality of creative information. Furthermore, the author explored the moderating roles of companies' support between central and peripheral route factors on the quality of creative information. Finally, binary logistic regression was adopted to test the research hypotheses on the empirical data from Salesforce.FindingsThe results indicated that users with high extroversion, conscientiousness, social centrality and prior success rate tended to propose high-quality information. Meanwhile, information timeliness, readability and sentiment also negatively influence the quality of creative information.Originality/valueDifferent from previous studies, the study findings not only provide insights on identifying the quality of creative information from an information perspective, but also promotes the awareness of the intrinsic personality traits of information users and innovative support efforts by platforms and their managers.

The e-learning persuasion through gamification: an elaboration likelihood model perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nirma Sadamali Jayawardena
Keyword(s):  
Social Psychology ◽  
Conceptual Model ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
The Social ◽  
Likelihood Model ◽  
E Learning ◽  
Psychology Theory ◽  
Theoretical Paper

Purpose The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM). Design/methodology/approach The author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification. Findings This study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content. Practical implications This study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels. Originality/value To the best of the author’s knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.

The elaboration likelihood model: review, critique and research agenda

2014 ◽  
Vol 48 (11/12) ◽  
pp. 2033-2050 ◽  
Author(s):  
Philip J. Kitchen ◽  
Gayle Kerr ◽  
Don E. Schultz ◽  
Rod McColl ◽  
Heather Pals
Keyword(s):  
Consumer Choice ◽  
Research Agenda ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Conceptual Approach ◽  
Content Type ◽  
Argument Quality ◽  
Likelihood Model ◽  
New Methodologies ◽  
Model Review

Purpose – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. Design/methodology/approach – The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. Findings – This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. Research limitations/implications – This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. Practical implications – It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. Originality/value – While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.

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