Mass communication theories study how people can be subject to informational influences. The most distinct theories include social cognitive theory, cultivation theory, desensitization media theory, and the elaboration likelihood model. The latter presents an interesting look at the decision-making process, which may be based on critical thinking or peripheral conviction. This paper aims to analyze how the elaboration likelihood model can be used to influence buyers of goods and services and media consumers.
The Elaboration Likelihood Model (ELM) is a very handy concept that has made it easier for many scientists to study the effects on an individual’s mind. This model considers two ways of persuasion – central and peripheral, which differ according to the principle of involvement or non-involvement of a person’s analytical and critical thinking in the decision-making process. The central way of persuasion assumes that a person spends some time analyzing the situation and that his decision is balanced and consistent. At the same time, the peripheral way of persuasion means that the decision is made under the influence of external factors that are less important to the person, and such a decision can be less consistent and long-lasting.
Interestingly, Meng and Choi (2019) use a model to study tourists’ intentions to use location services, that is, services that are provided in remote tourist locations at the request of tourists. The authors studied the answers of 353 respondents and concluded that ELM can be used for ongoing analysis of tourists’ behavior and the development of models of their involvement in the use of location services (Meng & Choi, 2019). These findings prove that the model can be widely applied to analyze the impact of advertisements and other marketing strategies on consumers, including in the tourism industry.
Equally important, Wang and Lee (2019) studied how influencers promoting Korean cosmetics on social media use ELM. Scientists analyzed the responses of 456 Chinese consumers and found that the central path of persuasion was more effective in influencing the decision-making process, and the variables of the central path had a greater effect on decision-making (Wang & Lee, 2019). Equally important, they found that “information quality, credibility, accuracy, and usefulness had a significant effect on the intention to adopt a new product among the central route factors” (Wang & Lee, 2019, p. 575). This means that people are more inclined to thoughtfully analyze the situation when buying goods than services. Interestingly, within the peripheral route, similarity, reliability, satisfaction, experience, and attractiveness had the greatest influence on purchase decisions. This indicates the tendency of buyers to look for the ideal when making decisions with the involvement of peripheral influence. In general, the article proves that ELM has a high potential for developing methods of influencing consumers of products sold online.
Finally, Cyr et al. (2018) used ELM to compare the impact of argumentation as a central pathway of persuasion and design and social elements as a peripheral pathway on website attitude change. The scientists were convinced that the 403 study participants significantly changed their attitudes thanks to the site’s design and social elements rather than arguments (Cyr et al., 2018). The study proves the effectiveness of the model for analyzing the preferences and beliefs of Internet users, as well as for analyzing online media and their informational impact on readers. At the same time, the research demonstrates the importance of the peripheral path of persuasion in perceiving information and making decisions that do not have a direct impact on consumer well-being and are not related to purchases.
Thus, it was analyzed, how the elaboration likelihood model can be used to influence buyers of goods and services and media consumers. The results of the above studies prove that the model is highly effective for analyzing the behavior of consumers of services, goods, and information. Interestingly, the peripheral way of persuasion is more effective for consumers of information and purely informational influence. At the same time, the central route is more popular when consumers make spending decisions on services or goods, with a greater relative influence on the peripheral route when purchasing services.
References
Cyr, D., Head, M., Lim, E., & Stibe, A. (2018). Using the elaboration likelihood model to examine online persuasion through website design. Information & Management, 55(7), 807-821.
Meng, B., & Choi, K. (2019). Tourists’ intention to use location-based services (LBS): Converging the theory of planned behavior (TPB) and the elaboration likelihood model (ELM). International Journal of Contemporary Hospitality Management.
Wang, L., & Lee, J. H. (2019). The effect of K-beauty SNS influencer on Chinese consumers’ acceptance intention of new products: focused on elaboration likelihood model (ELM). Fashion & Textile Research Journal, 21(5), 574-585.