Question

Describe the Elaboration Likelihood Model. How do the central and peripheral cues in advertisements influence consumers’ attitude towards ads and influence persuasion?

Answer 1

ELM or Elaboration Likelihood Model was given by Richard Petty and John Cacioppo in 1986 establishes the relation in attitude that gets changed. According to the theory, this persuasion theory processes stimuli and the consequences are seen on the attitude. There are two routes of persuasion i.e. the central route and the peripheral route. In central route, the person gives a thoughtful decision based on observation and information available. A detailed elaboration results in a lot of brainwork. The results are enduring in nature. In peripheral route, the person gives more importance to the positive and negative cues. It includes attractiveness of the message and quality concerns much more than logical facts.

The central and peripheral cues in advertisements influence consumers’ attitude towards ads and influences persuasion and it affects consumer behaviour. For example, in online shopping, if you visit anything and there are cookies which store the information and every now and then whenever you search on the internet some advertisements will be popping up leading to more attention. It provokes the customer to buy the products. It involves in active thinking, thereby creating new beliefs. Emotional touch in the advertisements makes the customers emotionally take a decision to buy a product. There are so many advertisements that focus more on peripheral cues rather than on the central message. The realm of thoughts leads to the realm of emotions leading to the realm of motives to purchase a product. Convincing advertisements which are repetitive in nature creates an impression in the back of our mind that it is a popular product.