Elaboration Likelihood Model
QUT Digital Repository: http://eprints.qut.edu.au/39406
Kerr, Gayle F., Beede, Park, Proud, William, & Schultz, Don (2010) The elaboration likelihood model in the new millennium : an exploration study. In: 2010 American Academy of Advertising European conference, 4 - 6 June, 2010, Milan, Italy.
© Copyright 2010 (please consult the authors).
The Elaboration Likelihood Model in the New Millennium: An exploratory study
Abstract
Elaboration Likelihood Model (ELM), developed in 1981 by Petty and Cacioppo, explained alternative ways in which source, message and contextual variables impact attitude change. Since that time, advertising has changed fundamentally and it is important to re-examine the fit of this model in the lives of today‟s consumers. Results suggest that given ad stimuli conditions as replicated from the 1983 study, attitude toward the product will not differ. One significant effect does emerge however. Among perceptions of people in the ad, an association exists with brand attitude, construed as similar to “endorser” observations or “peripheral cue” in the original study.
1
The Elaboration Likelihood Model (ELM) was developed in 1981 by Petty and Cacioppo to explain the conflicting theories in persuasive communications by suggesting a number of ways in which source, message and other contextual variables impact attitude change (Petty, Kasmer, Haugtvedt and Cacioppo 1987). Prior to that, the literature in the field had been described by Fishbein and Ajzen (1981 in Petty and Wegener 1999, p.41) as “an accumulation of largely contradictory and inconsistent findings with few (if any) generalizable principles of effective communication”. Since the almost 30 years since its inception, the ELM, a socio-psychological theory, has been widely applied to different consumer behaviour as well as evolving advertising contexts. ELM has helped explain persuasive communication in internet communication (Hershberger 2003), web site trust (Lee and Huh
Kerr, Gayle F., Beede, Park, Proud, William, & Schultz, Don (2010) The elaboration likelihood model in the new millennium : an exploration study. In: 2010 American Academy of Advertising European conference, 4 - 6 June, 2010, Milan, Italy.
© Copyright 2010 (please consult the authors).
The Elaboration Likelihood Model in the New Millennium: An exploratory study
Abstract
Elaboration Likelihood Model (ELM), developed in 1981 by Petty and Cacioppo, explained alternative ways in which source, message and contextual variables impact attitude change. Since that time, advertising has changed fundamentally and it is important to re-examine the fit of this model in the lives of today‟s consumers. Results suggest that given ad stimuli conditions as replicated from the 1983 study, attitude toward the product will not differ. One significant effect does emerge however. Among perceptions of people in the ad, an association exists with brand attitude, construed as similar to “endorser” observations or “peripheral cue” in the original study.
1
The Elaboration Likelihood Model (ELM) was developed in 1981 by Petty and Cacioppo to explain the conflicting theories in persuasive communications by suggesting a number of ways in which source, message and other contextual variables impact attitude change (Petty, Kasmer, Haugtvedt and Cacioppo 1987). Prior to that, the literature in the field had been described by Fishbein and Ajzen (1981 in Petty and Wegener 1999, p.41) as “an accumulation of largely contradictory and inconsistent findings with few (if any) generalizable principles of effective communication”. Since the almost 30 years since its inception, the ELM, a socio-psychological theory, has been widely applied to different consumer behaviour as well as evolving advertising contexts. ELM has helped explain persuasive communication in internet communication (Hershberger 2003), web site trust (Lee and Huh