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.

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.

The Effect of Herding Behaviors on Dual-Route Processing of Communications Aimed at Tourism Crowdfunding Ventures

2020 ◽  
pp. 004728752091951 ◽  
Author(s):  
Myung Ja Kim ◽  
James F. Petrick
Keyword(s):  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Herding Behavior ◽  
Substantial Impact ◽  
Argument Quality ◽  
Persuasive Communications ◽  
Likelihood Model ◽  
Dual Route

Communications can be integral in persuading funders to invest in visitor economy crowdfunding. Despite the important role of diverse communications on consumer persuasion, research on the effectiveness of persuasive communications related to crowdfunding ventures has been limited. To bridge the gap, this study aims to verify an elaboration likelihood model to better understand the role of dual-route persuasive communications. Seven hypotheses related to argument quality, source credibility, benefit of crowdfunding, attachment to fundraiser and platform, and continued crowdfunding were examined, using herding behavior as a moderator. The findings revealed that argument quality had a substantial impact on benefit. Further, source credibility was found to have positive impacts on benefit and attachment; benefit had a significant effect on attachment and continued crowdfunding, and attachment had the strongest influence on continued crowdfunding. Additionally, herding behavior was found to moderate five of the six hypotheses.

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.

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.

Consumers’ Trust in Persuasion: Objective Versus Biased Elaboration Likelihood in China’s E-Commerce Advertising

2021 ◽  
pp. 107769902110453
Author(s):  
Fengyi Deng ◽  
Heshui Huang ◽  
Hong Cheng
Keyword(s):  
Purchase Intention ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Initial Trust ◽  
Argument Quality ◽  
Likelihood Model ◽  
Central Route

Based on the elaboration likelihood model (ELM), this study examined the role of consumers’ initial trust in the persuasion process in e-commerce advertising in China. The results of two experiments revealed two significant moderators of the central route for processing of information: the disposition to trust (negative moderator) and institution-based trust (IBT; positive moderator). Specifically, low disposition to trust strengthened the influence of argument quality on consumers’ product attitude and purchase intention. The same effect occurred under conditions of high IBT. However, when it came to the peripheral route, the effects of disposition to trust and IBT were not significant.

COVID-19 pandemic: consumers' purchase intention of indoor fitness products during the partial lockdown period in Singapore

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heetae Cho ◽  
Weisheng Chiu
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Argument Quality ◽  
Likelihood Model ◽  
Sport Consumer Behavior

PurposeThe study aims to explore how the perception of coronavirus disease 2019 (COVID-19) affects argument quality of advertisement, attitude and purchase intentions of the indoor fitness products based on the elaboration likelihood model (ELM). Moreover, the moderating effect of exercise involvement was examined.Design/methodology/approachA total of 283 consumers in Singapore were recruited during the partial lockdown period. Data analysis was employed using the partial least squares structural equation modeling (PLS-SEM).FindingsThe results of data analysis showed that perception of COVID-19 affected argument quality of advertisement, attitude and purchase intention of indoor fitness products. Meanwhile, argument quality resulted in a favorable attitude toward indoor fitness products, which, ultimately, led to the purchase intention. In addition, exercise involvement positively moderated the influence of argument quality on attitude.Originality/valueThe findings provide implications for businesses and researchers to understand sport consumer behavior during the COVID-19 pandemic.

The Persuasive Route to Sustainable Mobility: Elaboration Likelihood Model and Emotions predict Implicit Attitudes

2019 ◽  
Vol 52 (8) ◽  
pp. 830-860 ◽  
Author(s):  
Sara Manca ◽  
Gianmarco Altoè ◽  
P. Wesley Schultz ◽  
Ferdinando Fornara
Keyword(s):  
Implicit Attitudes ◽  
Elaboration Likelihood Model ◽  
Persuasive Communication ◽  
Elaboration Likelihood ◽  
Sustainable Transport ◽  
Sustainable Mobility ◽  
Measured Variable ◽  
Argument Quality ◽  
Source Expertise ◽  
Likelihood Model

Persuasive communication campaigns are often used to promote proenvironmental actions, even though their effectiveness has been mixed. Previous research has tested cognitive-based models in explaining proenvironmental choice, but few studies have examined the potential impact of emotional dimensions. This experimental study tests the persuasive effect of argument quality, source expertise, and emotions on the implicit attitudes toward sustainable travel choices. This was a 2 × 2 × 2 between-subjects research design with an additional measured variable of involvement with the topic of sustainable transport. A video including the experimental manipulations was presented, followed by the Implicit Association Test (IAT). Consistent with the Elaboration Likelihood Model (ELM), in the case of high involvement, implicit attitudes were more positive in the condition of high-quality arguments, while in case of low involvement, implicit attitudes were more positive in the condition of high source expertise. In addition, the main effect of anticipated negative emotions was significant.

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