Figure 5.7 - A Model of Cognitive Response
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Elaboration Likelihood Model (ELM)
Focuses on the differences in the ways consumers
process and respond to persuasive messages
Attitude formation or change process
Depends on the amount and nature of elaboration
that occurs in response to a persuasive message
Elaboration likelihood is a function of:
Motivation
Ability
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Cognitive Response Categories
Product/Message Thoughts
Product/Message Thoughts
Counterarguments
Counterarguments
Support arguments
Support arguments
SourceOriented Thoughts
SourceOriented Thoughts
Source derogation
Source derogation
Source bolstering
Source bolstering
Ad Execution Thoughts
Ad Execution Thoughts
Thoughts about
Thoughts about
the ad itself
the ad itself
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Affect attitude
Affect attitude
toward the ad
toward the ad
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Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
messages, based on the amount and nature of elaboration
or processing of information
or processing of information
Routes to Attitude Change
Central route –
Central route –
ability and
ability and
motivation to process
motivation to process
a message is high and
a message is high and
close attention is paid
close attention is paid
to message content
to message content
Peripheral route –
Peripheral route –
ability and
ability and
motivation to process
motivation to process
a message is low;
a message is low;
receiver focuses more
receiver focuses more
on peripheral cues
on peripheral cues
than on message
than on message
content
content
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McGraw-Hill Education.
Figure 5.9 A Framework for Studying
How Advertising Works
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