Elaboration Likelihood Model

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

This paper discusses the Elaboration Likelihood Model developed by Petty and Cacioppo. The theory discusses the two ways individuals process messages. This paper also discusses how the theory can be used in making public relations campaigns successful.

Personal skills such as knowing facts about binge drinking will persuade the individual to take a better control of their problem with binge drinking and their health or to prevent it.

The tendency to believe that believe that everyone is doing the same thing is also a misconception that was proven in Kurt Neuwrith study. They experimented with college students by applying the Theory of planned behavior as to why some choose to drink so much. In their study, it was demonstrated that college students were likely to overestimate the rate of consumption of their peers (Neuwrith, K.). These consequences are all the effects of the believed attitudes they perceived their peers had toward a certain

1.) Rank’s easy-to-use, analytical tool is called the intensify/downplay model, and its goal is to help you to become more critical and analytical receivers. It defines and gives examples of four major persuasive strategies and six associated tactics that are often used by persuaders today. (Larson, 2007 page 31) Ranks major strategy is to either intensify certain aspects of the product, cause or candidate. His other strategy is to downplay certain aspects of their brand, cause or candidate. (Larson, 2007 page 31) The intensification and downplay strategies include, to intensify their own good points, intensify the weak points of the opposition, downplay their own weak points, and downplay the good points of the opposition. The tactics

The first essential of persuasion involves the structure of the argument being posed by one who is trying to provoke others to action. In order to convince someone of a new argument, idea or moral, one must use the proper methods: logos, ethos and pathos. According to Hauser, “The method

This experimental study is being done to better understand the effectiveness of anti-drinking and driving advertisements on university-aged students. “Motor vehicle crashes are the leading cause of death among 16 to 25 year olds, and alcohol and/or drugs are a factor in 55% of those crashes” (Madd, 2013). Increasing the effectiveness of anti-drinking and driving advertisements could be a solution to this critically high mortality rate in young people. The main purpose of this study is to better understand the effect of positive and negative anti-drinking and driving advertisements within different settings and different amounts of times.

In the Elaboration Likelihood Theory, central route has the person carefully consider the merits and logistics of the information presented, while peripheral route has the person considers the attractiveness of the message or source. A hot topic in the news lately has been about vaccinations and the supposed negative reactions to them or that they are unnecessary. An increasing trend is parents don’t vaccinate their children, and as a result CDC has noticed outbreaks of measles and “polio-like” diseases (Saunders 2015). One study published and later discredited with the researcher losing his license linked the use of vaccinations to autism; therefore, parents would rather risk these infectious diseases onto their children than risk a child having autism. The choice to vaccinate or not vaccinate for a parent can be altered based on the use of central route or peripheral route.

The meathodology of this campaign with focus on the elaboration likelihood model. In this model there are two ways in which the brain prossesis new information. The central route where the brain preformes more involved cognitive prosses, assessing the new information. The peripheral route relise on past knolage and emotion, and is less involved. It is recommended that campaigns with more sensitive issues make use of both the central and peripheral route when presenting information (Croucher 2016). The disition to use one route over the other comes down to how motivated the individual is and how relivent the new information is to them.

When someone tries to persuade others to join in thinking or believing something, a process takes place. Those receivers of the information are to process what the source is saying and in turn decide whether or not to go along with the idea. But what if people do not always process information, and what if they merely go with the crowd? The Elaboration Likelihood Theory (ELM) developed by Social psychologists Petty and Cacioppo, illustrates how persuasion, or the presentation of facts in order to move someone or thing a certain way, takes place. This model “analyzes the likelihood that receivers will cognitively elaborate,” in other words break down the information gathered and determine whether or not the message

There is little evidence that persuasion can be effective because subjects do not integrate the information into their own belief system. The experiment was designed to test the relative importance of attribution versus persuasive manipulations by comparing persuasion treatment with an attribution treatment. The persuasion techniques were designed to be maximally effective by using a credible source delivering a repeated message stating the benefits of change. The attribution techniques were designed to be maximally

Humans are predictable; persuasion is used to elaborate existing expertise on a subject to measure the messages in our lives by the change of impact on our beliefs and actions. We elaborate to extend to which a person carefully thinks about issue-relevant information (Kory Floyd, et al, 2015). Through ELM, we generate favorable thoughts to convey ourselves ideas and assertions to allow us to walk out the store with a box of doughnuts. We measure the quality and persuasiveness a message is through our challenged beliefs and is determined through a central and peripheral route of how we factor has alternated. By persuading myself to get a dozen doughnuts, I can argue that my process was through the peripheral route based on the attractiveness and consequences of remorse over consuming multiple

This literature review examines alcohol use initiation among adolescents through the constructs of Theory of Planned Behavior (TPB). The review consists of 23 peer-reviewed sources. TPB was applicable to 18 sources, 4 did not fall within the constructs of TPB and 1 source was used solely to understand the public health context of this behavior. Sources were located through PubMed, Academic Search Complete, PsycINFO and Scopus databases. The following combination of search terms were used: “alcohol use initiation adolescent behavior” and “age of first drinking adolescent influences.” Findings from the literature were sorted and applied to constructs of the Theory of Planned Behavior. A chapter from the book Health Behavior and Health Education: Theory, Research and Practice (Montaño and Kasprzyk 2008) was also used in order to understand the TPB. TPB consists of the following constructs: behavioral intention, evaluation of outcome, normative beliefs, motivation to comply, control beliefs and perceived power (Montaño and Kasprzyk 2008). Conclusions found the behavior of alcohol use initiation among adolescents can be applied to all constructs of the model, but existing literature did not explore all constructs of TPB at an equal level of depth. Current literature lacks depth in the constructs of behavioral intention, evaluation of outcome and control beliefs, while a wide variety of literature focuses on the constructs of normative beliefs and motivation to comply.

After reviewing the results and noting only one sufficient correlation, the discussion regarding intent and future behavior then arises. There are so many negative repercussions that alcohol is associated with so one cannot doubt the need for further research regarding this topic. Researchers have been further examining alcohol usage by utilizing the theory of planned behavior (TPB). The theory of planned behavior further examines behavioral cues and examines one’s perceived behavioral control, intentions, attitudes and subjective norms to try and predict future behavior. (Johnston & White, 2003) The theory of planned behavior applied to the existing correlation between prior belief and social desirability would lead to an effective

Elaboration Likelihood Theory states that when one processes a message critically, through the central route, it is more likely for that message to change one’s belief and behavior, whereas if the message is processed superficially, through the peripheral route, there will only be a short-term attitude modification. There is a higher level of elaboration, or the degree to which a person assesses a piece of information closely, when the person feels fondly towards the persuader because people have a higher likelihood of paying attention to individuals they like. They are more likely to comply and wish to please.