Marketing Mix Secrets Introduction To Elaboration Likelihood Model However, they are unable to explicate the effectiveness of promotional messages and content marketing on consumer's change in attitude and decision making. surprisingly, theories that are actually capable to do so, for example, elaboration likelihood model (elm), have been overlooked by the researchers. The elaboration likelihood model, first devised by richard e. petty and john t. cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently — and how these processes change attitudes and consequently behavior. according to the elaboration likelihood model, people can have either high or low.
Changing Attitudes вђ Introduction To Consumer Behaviour The take away. cacioppo and petty’s elaboration likelihood model theory (elm) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Elaboration likelihood model. the elaboration likelihood model (elm) of persuasion [1] is a dual process theory describing the change of attitudes. the elm was developed by richard e. petty and john cacioppo in 1980. [2] the model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. the. To organize the processes and findings presented throughout, we use the elaboration likelihood model (elm) as a conceptual framework. the chapter is divided into the following sections: (a) the structure of communication and the three key factors of persuasion, (b) the elaboration likelihood model, (c) the multiple roles that communication. The elaboration likelihood model: review, critique and.
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