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

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.

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Persuasive Communication from a Military Force to Local Civilians

International Journal of Software Science and Computational Intelligence ◽

10.4018/ijssci.2016040102 ◽

2016 ◽

Vol 8 (2) ◽

pp. 21-34 ◽

Cited By ~ 1

Author(s):

Jean-Yves Bergier ◽

Colette Faucher

Keyword(s):

Elaboration Likelihood Model ◽

Dual Process ◽

Persuasive Communication ◽

Elaboration Likelihood ◽

Message Processing ◽

Military Force ◽

Asymmetric Conflicts ◽

Likelihood Model ◽

Specific Factors ◽

Psychological Operations

Here is presented a model of message processing using one of the leading paradigms in social psychology of persuasion as main theoretical framework: the Elaboration Likelihood Model (ELM). Adapting this dual process theory to military context and actions and more specifically psychological operations in asymmetric conflicts allows developing a model taking into account many message characteristics as well as specific factors such as local culture of the audience. It focuses on measuring capacity and motivation of the agents to determine the effect of message sending on attitudes through a detailed cognitive treatment.

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Studi Persuasi: Analisis Terhadap Kampanye Kementerian Kesehatan “Cegah, Obati, Lawan Diabetes” Melalui YouTube

Jurnal Sosial dan Humaniora ◽

10.47313/ppl.v4i8.695 ◽

2020 ◽

Vol 4 (8) ◽

Author(s):

Yunita Permatasari ◽

Sophia Bernadette ◽

Indra Kusumawardhana

Keyword(s):

Diabetes Mellitus ◽

Public Awareness ◽

Descriptive Analysis ◽

Elaboration Likelihood Model ◽

Elaboration Likelihood ◽

Main Question ◽

Analysis Model ◽

Ministry Of Health ◽

Depth Analysis ◽

Likelihood Model

Abstract This article carries out an in-depth analysis of the campaign activity "Prevent, Treat, Fight Diabetes" uploaded by the Ministry of Health on YouTube as a form of government efforts in carrying out a persuasion of the public. Weighing efforts to strengthen public awareness of the prevention of the disease. The main question that will be asked is how can the persuasion efforts of the Ministry of Health through the "Prevent, Treat, Fight Diabetes" Campaign uploaded on YouTube affect the recipients of the message being communicated? To answer this question, this article uses the Elaboration Likelihood Model persuasion analysis model popularized by Richard E Petty and John T Cacioppo. Using qualitative research methods that use descriptive analysis and in-depth interviews, the results of this study are expected to be able to provide a comprehensive picture of the government's efforts to persuade people in certain goals. Keywords: Persuasi, Pemerintah, Kampanye, Diabetes Mellitus, YouTube Abstrak Artikel ini melakukan analisis mendalam terhadap aktifitas kampanye “Cegah, Obati, Lawan Diabetes” yang diunggah oleh Kementerian Kesehatan di YouTube sebagai suatu wujud upaya pemerintah dalam melakukan suatu persuasi terhadap masyarakat. Menimbang upaya untuk menguatkan kesadaran masyarakat terhadap pencegahan penyakit tersebut. Pertanyaan utama yang akan diajukan adalah bagaimana upaya persuasi Kementerian Kesehatan melalui Kampanye “Cegah, Obati, Lawan Diabetes”yang diunggah di YouTube dapat memengaruhi penerima pesan yang dikomunikasikan? Untuk menjawab pertanyaan tersebut, artikel ini menggunakan model analisis persuasi Elaboration Likelihood Model yang dipopulerkan oleh Richard E Petty dan John T Cacioppo. Menggunakan metode penelitian kualitatif yang menggunakan analisis deskriptif dan in depth interview, Hasil dari penelitian ini diharapkan mampu memberikan gambaran komprehensif dari upaya pemerintah dalam melakukan persuasi terhadap masyrakat dalam tujuan-tujuan tertentu.Keywords: Persuasi, Pemerintah, Kampanye, Diabetes Mellitus, YouTube

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Analysis of Cognition Trends of Political Advertisement Through Mass Media

ISSUE1 - Journal of Peace, Development & Communication ◽

10.36968/jpdc-v04-i02-07 ◽

2020 ◽

Vol 04 (02) ◽

pp. 124-144

Author(s):

Muhammad Ahsan Bhatti ◽

Dr. Imran Muslim ◽

Muhammad Imran

Keyword(s):

Mass Media ◽

Mass Communication ◽

Elaboration Likelihood Model ◽

Political Campaigns ◽

The Political ◽

Cluster Sampling ◽

Elaboration Likelihood ◽

Positive Outcomes ◽

Likelihood Model ◽

Content Processing

Political campaigns are usually a combination of interpersonal and “Mass” communication with the expectation of positive outcomes by the political representatives. This study is an attempt to give an idea regarding respondent’s ability and trends of processing the political contents of Mass media. Elaboration Likelihood Model is taken as a framework for evaluating the content processing trends. A questionnaire comprising of two parts and consisting the cue list of central and peripheral notations commonly used by political representatives. A sample of 1032 young people was selected by using a combination of stratified and multistage cluster sampling techniques. Results of the study revealed that majority of the youth did not bother to process the political content by effortful cognition, rather they followed attractive slogans and political personalities. Moreover it was found that people used the same approach for decision making in favor of a political party as they use to hate the opponent parties.

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Association of Need for Cognition with Judgments of Height, Weight, and Body Fat Covariation

Psychological Reports ◽

10.2466/pr0.2000.87.3f.1147 ◽

2000 ◽

Vol 87 (3_suppl) ◽

pp. 1147-1157 ◽

Cited By ~ 3

Author(s):

Phillip L. Pryor ◽

Joseph R. McGahan ◽

Brandie McDougal ◽

Shalla M. Haire ◽

Homa Marashi

Keyword(s):

College Students ◽

Body Fat ◽

Negative Correlation ◽

Need For Cognition ◽

Elaboration Likelihood Model ◽

Elaboration Likelihood ◽

Illusory Correlation ◽

Two Factors ◽

Likelihood Model ◽

Components Analysis

559 college students, assessed for Need for Cognition, judged whether height, weight, and body fat were correlated using judgment probes that controlled for framing and conditional format. A principal components analysis of Need for Cognition scores identified two factors underlying the scale, which may be important in judgment outcome. In addition, judgments about correlations among height, weight, and body fat were similar to those of previous studies. Furthermore, the hypothesis that Need for Cognition would be related to the tendency to judge a negative correlation between height and body fat, i.e., a possible illusory correlation, was confirmed. Results are discussed relative to the Elaboration Likelihood Model of Persuasion.

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

Psychological Reports ◽

10.2466/pr0.2003.92.3.997 ◽

2003 ◽

Vol 92 (3) ◽

pp. 997-1014 ◽

Cited By ~ 10

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.

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Processing of Political Contents of Mass Media: An Analysis under the Elaboration Likelihood Model of Persuasion

sjesr ◽

10.36902/sjesr-vol3-iss3-2020(141-147) ◽

2020 ◽

Vol 3 (3) ◽

pp. 141-147

Author(s):

Dr. Imran Muslim ◽

Dr. Faiza Latif ◽

Dr. Muhammad Shabbir Sarwar

Keyword(s):

Political Parties ◽

Mass Media ◽

Elaboration Likelihood Model ◽

The Political ◽

Cluster Sampling ◽

Elaboration Likelihood ◽

Peripheral Cues ◽

Key Factor ◽

Likelihood Model ◽

Multistage Cluster Sampling

This study deals with the processing of political information disseminated through mass media. “Elaboration Likelihood Model” of persuasion was used as a framework for this study. A list comprising of general sentences used in favor and against the major political parties of Pakistan was used as “central” and “peripheral” cues. A combination of stratified and multistage cluster sampling was used to select the youth as respondents for this study. Findings of the study revealed that the Education level of the youth did not prove to be a key factor for using central cues, which are predictors of thoughtful processing of information. More than that a large majority of the youth did not gave much attention to the political contents of mass media, hence by proving that they do not care for the political happenings in the country.

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Persuasive Communication From a Military Force to Local Civilians

Media Influence ◽

10.4018/978-1-5225-3929-2.ch012 ◽

2018 ◽

pp. 222-236

Author(s):

Jean-Yves Bergier ◽

Colette Faucher

Keyword(s):

Elaboration Likelihood Model ◽

Dual Process ◽

Persuasive Communication ◽

Elaboration Likelihood ◽

Message Processing ◽

Military Force ◽

Asymmetric Conflicts ◽

Likelihood Model ◽

Specific Factors ◽

Psychological Operations

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

Kybernetes ◽

10.1108/k-01-2021-0029 ◽

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.

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The Persuasiveness of Electronic Word of Mouth on Attitudes and Behaviors: An Elaboration-Likelihood-Model Perspective

International Journal of Sport Communication ◽

10.1123/ijsc.2013-0139 ◽

2014 ◽

Vol 7 (3) ◽

pp. 377-398 ◽

Cited By ~ 2

Author(s):

Megan B. Shreffler

Keyword(s):

Word Of Mouth ◽

Online Reviews ◽

Elaboration Likelihood Model ◽

Elaboration Likelihood ◽

Electronic Word Of Mouth ◽

High Quality ◽

Attitudes And Behaviors ◽

Likelihood Model ◽

And Behaviors ◽

The Impact

The Internet has become a competitive platform from which organizations can market their services and consumers can garner information through electronic word of mouth (eWOM). While eWOM has been examined in many different contexts, little research has been done on the impact of eWOM in a sport setting. This study examined the persuasiveness of eWOM on the attitudes and behaviors of consumers through online reviews of the Chicago Bears Bar, a hypothetical brand extension of the Chicago Bears. Through an online experiment with the elaboration likelihood model providing a theoretical framework, 2 major findings emerged from this research. First, it was found that the attitudes of highly identified fans are influenced by high-quality reviews. Second, the behaviors of highly identified fans were significantly influenced by high-quality reviews. Both findings suggest that highly identified fans prefer to align with messages that are refective of their attitudes toward a brand and its extensions. The results of the study provide significant theoretical and managerial implications.

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

Global Social Sciences Review ◽

10.31703/gssr.2018(iii-iii).19 ◽

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.

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