scholarly journals Aplikasi Elaboration Likelihood Model Theory dalam Iklan Calon Gubernur 2018 terhadap Perilaku Memilih

2019 ◽  
Vol 6 (2) ◽  
pp. 101
Author(s):  
Fitri Norhabiba
Keyword(s):  
Critical Thinking ◽  
Model Theory ◽  
Elaboration Likelihood Model ◽  
The Other ◽  
Elaboration Likelihood ◽  
Other Hand ◽  
Likelihood Model ◽  
Central Route ◽  
Conceptual Study

The election of the head of the region would be held by government. It brought its own benefits to the campaign team. It was easy to find even before the pairing, the candidates who would forward to show his face in a billboard or banner on the sidewalk. Their poses for religious festivities or bright invokes blessings. They described in doing many positive activities to attract people's sympathy. Many governor candidates used outdoor media to advertise them in the governor election last June. Generally they showed self-advertising positively, memorable, and interesting. There were characteristics that highlighted. So, prospective voters would remember and did not hesitate to vote. This was the usual way of using elaboration likelihood theory either on peripheral routes or central routes. The central route involved critical thinking that peripheral routes did not do that. This theory was also associated with the behavior of people’s vote. The results of this conceptual study showed the finding that visible things are visually capable of capturing unselected voters with peripheral routes. In the other hand, voters who used the central route were given a lot of informative information to reinforce belief.

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.

Impression Formation Online

2012 ◽  
Vol 24 (3) ◽  
pp. 124-133 ◽  
Author(s):  
Robert G. Magee
Keyword(s):  
Cognitive Processing ◽  
Impression Formation ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Web Page ◽  
Red Color ◽  
Likelihood Model ◽  
Independent Variable ◽  
Central Route ◽  
Color Scheme

Sensations of physical temperature can serve as a peripheral cue when some individuals interact with communication technology, but this phenomenon has been shown to occur only when individuals were engaged in peripheral-route associative processing. In an experiment (N = 211) with physical temperature and Web page color as between-subjects factors and need for cognition as a measured independent variable, participants viewed an organization’s Web page. Cognitive misers who experienced physical cold (versus warmth) reported less favorable attitudes toward the Web page. This interaction disappeared, however, when they viewed a Web page that featured a red color scheme, as red seemed to have stimulated an increase in central-route analytic cognitive processing. This pattern of results illustrates the utility of the elaboration likelihood model in studying impression formation in online contexts.

English words and phrases in Dutch job advertisements

2015 ◽  
Vol 4 (1) ◽  
pp. 21-38 ◽  
Author(s):  
Frank van Meurs ◽  
Hubert Korzilius ◽  
Liset Bergevoet
Keyword(s):  
Language Use ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Limited Evidence ◽  
Model Framework ◽  
Peripheral Cues ◽  
Job Advertisements ◽  
Likelihood Model ◽  
Central Route ◽  
Job Ads

It has been suggested that differences in mental processing affect the persuasiveness of language use. Within the Elaboration Likelihood Model framework, we examined if there were differences in the persuasiveness of English versus Dutch words in job ads depending on the way the job ads were processed, either by the central or the peripheral route. In an experiment, 144 participants evaluated ads for lower level jobs. Persuasiveness was measured in terms of text, job, and company evaluation, and application intention. There were no differences in persuasiveness for job ads containing English words depending on whether they were processed via the peripheral or the central route. However, under peripheral processing the jobs in the ads with English words were seen as being more attractive and as having a lower salary than the jobs in the all-Dutch ads, providing some limited evidence that English words may function as peripheral cues.

scholarly journals Information Processing of Health Warning Messages on Cigarette Packs in Youth: An Application of Elaboration Likelihood Model

2020 ◽  
Author(s):  
Fatemeh Shahi ◽  
Sara Pourrazavi ◽  
Kamiar Kouzekanani ◽  
Mohammad Asghari Jafarabadi ◽  
Hamid Allahverdipour
Keyword(s):  
Elaboration Likelihood Model ◽  
Cognitive Factors ◽  
Processing Route ◽  
Elaboration Likelihood ◽  
Cross Sectional ◽  
Health Warning ◽  
Warning Messages ◽  
Study Results ◽  
Likelihood Model ◽  
Central Route

Abstract Background The study examined the processing route of anti-smoking messages and influencing cognitive factors by using the Elaboration Likelihood Model. Methods The non-probability sample for the cross-sectional study consisted of 387 smokers in the age range of 18 to 30 years old in Tabriz, Iran. A researcher-designed questionnaire was used for the purpose of data collection. No causal inferences were drawn due to the non-experimental nature of the study. Results It was found that smokers often processed warning messages through the central route. Perceived severity, smoking abstinence self-efficacy, and psychological dependence were predictors of message processing through the central route. The results supported the conceptual model of cognitional predictors of the processing route. Conclusions To design and execute effective health warning messages to quit smoking, it is recommended to consider cognitive factors as a means to enhance critical thinking about the content of the message.

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.

The Elaboration Likelihood Model and Psychotherapeutic Persuasion

1989 ◽  
Vol 3 (3) ◽  
pp. 181-199 ◽  
Author(s):  
Cal D. Stoltenberg ◽  
Mark M. Leach ◽  
Avery Bratt
Keyword(s):  
Cognitive Processing ◽  
Attitude Change ◽  
Decision Rules ◽  
Elaboration Likelihood Model ◽  
Cognitive Effort ◽  
Elaboration Likelihood ◽  
Psychotherapeutic Process ◽  
Likelihood Model ◽  
Subsequent Behavior ◽  
Central Route

The psychotherapeutic process has long been considered a context for persuasion. The Elaboration Likelihood Model of Persuasion provides an integrative framework from which to examine the process of persuasion in psychotherapy. Various source, message, recipient, and context factors interact in a complex manner to produce attitude change. Two routes to persuasion are presented and their relevance for psychotherapy are discussed. The central route requires more effort and more active cognitive processing on the part of the client, resulting in relatively permanent attitudes that are predictive of subsequent behavior. The peripheral route requires minimal cognitive effort, relying on cues in the situation or rather simple decision rules. Attitudes resulting from this route are relatively temporary and are not predictive of subsequent behavior. Both routes to persuasion are characteristic of the psychotherapeutic process. The role of affect in information processing and methods for encouraging central route processing are discussed.

Advertising Claim Objectivity: Antecedents and Effects

1993 ◽  
Vol 57 (4) ◽  
pp. 100-113 ◽  
Author(s):  
William K. Darley ◽  
Robert E. Smith
Keyword(s):  
Marketing Research ◽  
Elaboration Likelihood Model ◽  
Purchase Intentions ◽  
Elaboration Likelihood ◽  
Brand Attitudes ◽  
Broadcast Media ◽  
Independent Variables ◽  
Likelihood Model ◽  
Central Route

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.

scholarly journals Information Processing of Health Warning Messages on Cigarette Packs Among Young Iranian Smokers: An Application of Elaboration Likelihood Model

2020 ◽  
Author(s):  
Fatemeh Shahi ◽  
Sara Pourrazavi ◽  
Kamiar Kouzekanani ◽  
Mohammad Asghari Jafarabadi ◽  
Hamid Allahverdipour
Keyword(s):  
Elaboration Likelihood Model ◽  
Smoking Prevention ◽  
Cognitive Factors ◽  
Processing Route ◽  
Elaboration Likelihood ◽  
Cross Sectional ◽  
Health Warning ◽  
Warning Messages ◽  
Likelihood Model ◽  
Central Route

Abstract Background: One of the major smoking prevention strategies has been to educate the public and increase people’s awareness, using health warning messages. However, many young people continue smoking without paying attention to health risk messages on cigarette packets in Iran. Hence, this study was conducted to examine the processing route of anti-smoking messages and influencing cognitive factors by using the Elaboration Likelihood Model.Methods: The non-probability sample for the cross-sectional study consisted of 387 smokers in the age range of 18 to 30 years old in Tabriz, Iran. A researcher-designed questionnaire was used for the purpose of data collection. No causal inferences were drawn due to the non-experimental nature of the study.Results: It was found that smokers often processed warning messages through the central route. Perceived severity, smoking abstinence self-efficacy, and psychological dependence were predictors of message processing through the central route. The results supported the conceptual model of cognitional predictors of the processing route.Conclusions: To design and execute effective health warning messages to quit smoking, it is recommended to consider cognitive factors as a means to enhance critical thinking about the content of the message.

scholarly journals Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?

2021 ◽  
Vol 2 (1) ◽  
pp. 1-13
Author(s):  
Amani Msallati
Keyword(s):  
Elaboration Likelihood Model ◽  
Personal Relevance ◽  
Customer Engagement ◽  
Elaboration Likelihood ◽  
Mediating Role ◽  
Customer Involvement ◽  
Likelihood Model ◽  
Central Route ◽  
Relationship Of

Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.

scholarly journals PERSUASIVE STRATEGIES IN WOMAN COSMETICS ADVERTISEMENT OF SKIN WHITENING PRODUCT ON TELEVISION COMMERCIAL

LINGUISTICA ◽  
2017 ◽  
Vol 6 (4) ◽  
Author(s):  
Dewi Anjani Purba And Sumarsih
Keyword(s):  
Qualitative Method ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Television Commercial ◽  
Skin Whitening ◽  
Persuasive Strategies ◽  
Heuristic Systematic Model ◽  
Likelihood Model ◽  
Central Route ◽  
Descriptive Qualitative

This research is aimed at describing persuasive strategies in woman cosmetics advertisement, elaborating the ways of the strategies are used and investigating the reason for the use of strategies. The study is based on a descriptive qualitative method, The researcher analyzed through describing and explaining data based on persuasive strategies by Aristotle (1854).There are about 50 samples of woman cosmetics in skin whitening product from different brand. Those advertisements are in the form of video taken from the official website of the product, youtube, and watching the advertisement in television. The result of this study found that there were 32 utterances that categorized as Ethos, 12 as Pathos, and 6 as Logos. There are two process happen in this persuasive strategies,The Elaboration Likelihood Model (Central & Peripheral Route) and Heuristic Systematic Model (Heuristically Processing & Systematically Processing). Central Route 31, Peripheral Route 19. HeuristicallyProcessing 12 and Systematically Processing 38. Reasons for the use of Central Route in the advertisement should be relevant, any facts. Peripheral Route, irrelevant, and no fact. Heuristically Processing, message by expert or endorse by artist, not always giving facts. Systematically Processing, relevant, motivate the costumers, any facts.

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