Penerimaan Pesan Persuasif dari Perspektif  Elaboration Likelihood Model : Iklan Layanan Masyarakat Himbauan Berhenti Merokok

The number of smokers among Indonesian teenagers continues to increase every year. Public service advertisements (PSA) for smoking prevention must be delivered with the right approach to be accepted in the minds of the audience. This study aims to expand on previous research on smoking prevention PSAs by testing the concept of the Elaboration Likelihood Model theory. The research method applied is exploratory qualitative which is complemented by the results of in-depth interviews with 4 participants of postgraduate students of communication science at the University of Indonesia. The results of this study indicate that attitudes towards issues and personal relevance are the factors that most influence the acceptance of persuasive messages on PSAs that prohibit smoking #SuaraTanpaRokok. Repetition can be used to increase the effectiveness of a given persuasive message.

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Dissuasion: the Elaboration Likelihood Model and young children

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-02-2016-00580 ◽

2016 ◽

Vol 17 (3) ◽

pp. 210-225 ◽

Cited By ~ 4

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.

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Blowing the Whistle: Individual Persuasion under Perceived Threat of Retaliation

Behavioral Research in Accounting ◽

10.2308/bria-51729 ◽

2017 ◽

Vol 29 (2) ◽

pp. 97-111 ◽

Cited By ~ 6

Author(s):

Randall F. Young

Keyword(s):

Experimental Study ◽

Attitude Change ◽

Elaboration Likelihood Model ◽

Perceived Threat ◽

Elaboration Likelihood ◽

Persuasive Messages ◽

Likelihood Model ◽

Employee Attitude ◽

High Threat

ABSTRACT The effectiveness of the whistleblower as a control against misconduct and fraud is dependent on the willingness of the employee to report wrongdoings to the appropriate party. However, there is concern that a perceived threat of retaliation negatively affects one's attitude toward whistleblowing. The objective of this study is to examine whether the employee, even under threat of retaliation, can be persuaded to change his or her attitude toward blowing the whistle. The Elaboration Likelihood Model is used as the theoretical lens to investigate whether attitude change toward whistleblowing can occur and how perceived threat of retaliation impacts the persuasion process. This experimental study provides evidence that persuasive messages can change employee attitude toward whistleblowing but this change is most pronounced when persuasive messages are presented to employees who perceive a high threat of retaliation and are familiar with misconduct within the organization.

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

10.21203/rs.3.rs-16577/v2 ◽

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.

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Analisis Pesan Persuasif Kelompok Cyberprotest di Twitter

Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) ◽

10.25139/jsk.v4i1.1906 ◽

2020 ◽

Vol 4 (1) ◽

pp. 182

Author(s):

Vinisa Nurul Aisyah

Keyword(s):

Elaboration Likelihood Model ◽

Persuasive Communication ◽

Elaboration Likelihood ◽

Analysis Method ◽

Persuasive Messages ◽

Content Analysis Method ◽

Communication Space ◽

Likelihood Model ◽

Type Interaction ◽

Argument Type

This study analysed persuasive messages by cyberprotest group on Twitter, especially in the case of Jaringan Masyarakat Peduli Pegunungan Kendeng (JMPPK) Rembang. Persuasive messages on Twitter were identified based on argument type, interaction type, and messages format. This study used elaboration likelihood model and quantitative content analysis method. The result of the study indicated that Twitter could be used as a persuasive communication space for protest groups. Central and peripheral route were facilitated by the features provided by Twitter.

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