Drama Advertisements: Moderating Effects of Self-Relevance on the Relations among Empathy, Information Processing, and Attitudes

2003 ◽  
Vol 92 (3) ◽  
pp. 997-1014 ◽  
Author(s):  
Jean-Charles Chebat ◽  
Sarah Drissi Vercollier ◽  
Claire Gélinas-Chebat
Keyword(s):  
Information Processing ◽  
Public Service ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Moderating Effects ◽  
Likelihood Model ◽  
Relevant Topic ◽  
Converse Relation

The effects of drama versus lecture format in public service advertisements are studied in a 2 (format) × 2 (malaria vs AIDS) factorial design. Two structural equation models are built (one for each level of self-relevance), showing two distinct patterns. In both low and high self-relevant situations, empathy plays a key role. Under low self-relevance conditions, drama enhances information processing through empathy. Under high self-relevant conditions, the advertisement format has neither significant cognitive or empathetic effects. The information processing generated by the highly relevant topic affects viewers' empathy, which in turn affects the attitude toward the advertisement and the behavioral intent. As predicted by the Elaboration Likelihood Model, the advertisement format enhances the attitudes and information processing mostly under low self-relevant conditions. Under low self-relevant conditions, empathy enhances information processing while under high self-relevance, the converse relation holds.

scholarly journals Applying expanded Elaboration Likelihood Model to explain the effect of consumergenerated content on consumers

2017 ◽  
Vol 1 (Q3) ◽  
pp. 34-43
Author(s):  
Khoi Huu Nguyen ◽  
An Nhu Do
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Elaboration Likelihood Model ◽  
Equation Model ◽  
Perceived Usefulness ◽  
Elaboration Likelihood ◽  
Empirically Supported ◽  
Proposed Model ◽  
Likelihood Model ◽  
Influence Process

This study aims at explaining the influence process of YouTube’s consumer-generated content on consumers’ cognition, attitude and purchase intention. The proposed model is based on Elaboration Likelihood Model with extensive variables including perceived usefulness, attitude, information adoption and purchase intention. To test the validity of proposed model and research hypotheses, Structural Equation Model is applied on a sample of 208 individuals who are interested in smartphone. The results show that the measurements are reliable and valid and research model can be used for explaining the effect of consumer-generated content on consumers. Besides, all hypotheses are empirically supported. This study, therefore, has contributions on both academic and practical aspects.

Elaboration Likelihood Model and Locus of Control: Is There a Connection?

1992 ◽  
Vol 70 (3_suppl) ◽  
pp. 1051-1056
Author(s):  
Yiorgos Zotos ◽  
Steven Lysonski ◽  
Peter Martin
Keyword(s):  
Multivariate Analysis ◽  
Information Processing ◽  
Individual Differences ◽  
Locus Of Control ◽  
Factorial Design ◽  
Cognitive Processing ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Advertising Information

This study uses the Elaboration Likelihood Model of persuasion to explore information-processing activities according to locus of control. A 3 × 2 × 2 factorial design was used with a sample of 317 to assess whether locus of control accounts for individual differences in cognitive processing of advertising stimuli related to credibility and message factors according to the Elaboration Likelihood Model. The results of the multivariate analysis of variance suggested that locus of control does not explain the processing of advertising information. Implications are discussed.

scholarly journals Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking

2018 ◽  
Vol III (III) ◽  
pp. 332-353
Author(s):  
Syed Hassan Raza ◽  
Anjum Zia ◽  
Moneeba Iftikhar
Keyword(s):  
Public Policy ◽  
Least Squares ◽  
Public Service ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Path Modeling ◽  
Quit Smoking ◽  
Likelihood Model ◽  
Advanced Analysis ◽  
Subject Experiment

Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking becomes stronger when a direct anti-smoking advertisement and anti-smoking disclosure is shown. However, analyses based on Partial Least Squares Path Modeling (PLS-PM) on Advanced Analysis for Composites (ADANCO) 2.0.1 (a new software for variance-based SEM) attitude to quit smoking is significantly higher when the anti-smoking message disclosure is shown during the movie scenes. These results have significant implications for persuasion theories and public policy about anti-smoking campaigns.

scholarly journals APPLYING THE ELABORATION LIKELIHOOD MODEL TO ANALYZE THE EFFECTS OF DEPRESSION PUBLIC SERVICE ANNOUNCEMENTS AMONG MALAYSIAN COLLEGE STUDENTS

2021 ◽  
Vol 4 (17) ◽  
pp. 54-73
Author(s):  
Fan Jin Yu ◽  
Norliana Hashim
Keyword(s):  
College Students ◽  
Public Service ◽  
Public Awareness ◽  
Elaboration Likelihood Model ◽  
Dual Process ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Public Service Announcement ◽  
High Quality ◽  
Likelihood Model

As depression became an increasing contributor to the global disease burden, there is a demand for the public to understand depression disorder and reduce stigmatized attitudes about it. Especially, the prevalence of depression among college students is extremely higher than the general population; thus, it is essential to study among college students. Specifically, the utilizing of the health Public Service Announcement (PSA) is aiming to raise public awareness about health issues. Thus, this study emphasized on Depression Public Service Announcement and its effectiveness. By utilizing the Elaboration Likelihood Model (ELM), this study examined the consequences of the dual-process method towards stigmatized attitude changes about depression among students at a Malaysian public university. Cluster sampling technique was used to select respondents and a total of 185 respondents participated in two groups of experiments. Respondents in each group were exposed to two different D-PSAs with either high-quality depression messages or low-quality depression messages. Attributional Questionnaire (AQ) was adapted to measure respondents’ attitudes toward depression, and a set of questionnaires based on Reynolds’s study was applied to evaluate the information processing approach used. Lastly, the results demonstrated that D-PSA with a high-quality message elicits higher elaboration of respondents and less stigmatized attitudes. Conversely, D-PSA with low-quality messages elicits lower elaboration and more stigmatized attitudes about depression.

Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase

2021 ◽  
Vol 37 (3) ◽  
pp. 1-17
Author(s):  
Syazwani Mahsal Khan ◽  
◽  
Norsiah Abdul Hamid ◽  
Sabrina Mohd Rashid ◽  
◽  
...  
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Structured Interview ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Young Consumers ◽  
Likelihood Model ◽  
Social Media Platforms

Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements. Keywords: Social media advertising, information processing, elaboration likelihood model (ELM), music, decision making.

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