4, 651-656. 10 (September), 181-197. In both cases consumers will be motivated to process central cues because of the importance of the purchase. Such research is built on an acceptance of Petty and Cacioppo's basic model and is intended to extend and develop it further in the context of product/service evaluations. Petty, Richard E. and John T. Cacioppo (1984), "The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion." 3. In the study we have specifically identified atmosphere as an important peripheral cue for product evaluations, and purchase orientation ("shopping" versus "browsing") as a determinant of motivation. Other product variables may also influence EL. (5) Can the central processor make to with peripheral cues? Although the study does not address the core problem of how to know in advance that atmosphere will act as a peripheral cue, the results contribute to our knowledge of how and when atmosphere may operate as a peripheral cue to influence our attitudes toward products. Our criticism may well be directed at the current state of understanding as a whole rather than specifically at the ELM.) Central route processing happens when elaboration is higher. However, it has rarely been applied to websites, … The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Specifically, they manipulated involvement to determine if it moderated the effects of arguments and peripheral cues included in Internet advertising. Marketers, however, control objective cues; and communication effectiveness would be greatly improved if the model could predict which cues would be processed in which way under particular sets of circumstances. 1 (June), 581-592. Advances in Consumer Research Volume 12, 1985      Pages 420-425 THE ELABORATION LIKELIHOOD MODEL: LIMITATIONS AND EXTENSIONS IN MARKETING Mary J. Bitner, University of Washington Carl Obermiller, University of Washington ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. For many product categories objective differences, even advertising claim differences, are small, and preferences may well result from peripheral effects. Elaboration Likelihood Model (ELM) is a noteworthy theoretical framework of social cognition used, to analyze information processing. and N.L. These limitations are not intended as criticisms of the development of the ELM. Similarly, the discussion of the framework presented in Table 1 is offered as an extension of the ELM to marketing applications by directing researchers toward exploring specifically what determines motivation and ability in product evaluations. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. Our criticism may well be directed at the current state of understanding as a whole rather than specifically at the ELM.). An altogether different model is argued by Zajonc (1980; with Markus 1982), who maintains that attitudes based on directly affective responses may be more durable and more forceful than attitudes that result from thoughtful consideration, particularly because they are less susceptible to change by central processing. 58, No. The first is a straightforward between subjects tests. Cacioppo, John T., Richard E. Petty and Katherine J. Morris (1983), "Effects of Need for Cognition on Message Evaluations Recall and Persuasion," Journal of Personality and Social Psychology, Vol. Wright, Peter (1974), "The Harrasses Decision Maker: Time Pressure, Distractions and the Use of Evidence," Journal of Applied Psychology, 59 (November), 555-561. (3) Are there differences in the strengths of peripherally and centrally processed attitudes? Petty, Richard E. and John T. Cacioppo (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, Iowa: William C. Brown Company Publishers. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the Elaboration Likelihood Model (“Elaboration Likelihood Model”). Petty, Richard E., John T. Cacioppo, and Rachel Goldman (1981), "Personal Involvement as a Determinant of Argument-Based Persuasion," Journal of Personality and Social Psycho logy, Vol. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. Petty and Cacioppo argue that peripheral results in less durable, less forceful attitudes that are less predictive of behavior. Mary J. Bitner, University of Washington What is not clear, however, is whether these cues operate as peripheral cues or whether they are central cues in such situations. ELM presents the two routes as alternatives. EL is likely to be high for both relatively expensive products and shopping goods. Wie kann nun die Unternehmenskommunikation mit Hilfe des ELM aussehen? The extent and durability of change would be compared with a second group that received the manipulations in the opposite order. Strategic information system is the type of information system that could be developed to cooperate all the business operations or initiatives. For example, Cacioppo, Petty and Morris (1983) suggest that persons high in "need for cognition" may simply enjoy thinking more than others and thus be more responsive to central cues no matter what the situation. ----------------------------------------, Advances in Consumer Research Volume 12, 1985      Pages 420-425, THE ELABORATION LIKELIHOOD MODEL: LIMITATIONS AND EXTENSIONS IN MARKETING, Carl Obermiller, University of Washington. Yet, we would contend that consumers frequently face evaluation situations in which neither alternative is quite acceptable--when motivation is high, when useful central cues are absent, and when existing issue attitudes are insufficient to generate own thoughts of consequence . 46, No. Petty, Richard E., John T. Cacioppo, and Rachel Goldman (1981), "Personal Involvement as a Determinant of Argument-Based Persuasion," Journal of Personality and Social Psycho logy, Vol. And so we'll talk a little bit about that. Ray, Michael (1973), "Marketing Communications and the Hierarchy of Effects," in New Models for Mass Communication Research, M.P. Industry applications have also relied heavily on survey methodologies and multiattribute approaches to measure attitudes toward and preferences for products and services. 39, No. In the peripheral route, on the other hand, attitudes are formed and changed without active thinking about the object and its attributes, but rather by associating the object with positive or negative cues or by using cognitive "short cuts.". Avenues of research are proposed that may begin to address these questions and thus increase understanding of the model. On the other hand, a comparison of premiums, data on claims honored, or past experience.should lead to an attitude held with confidence even with minimal elaboration. Zajonc, Robert and Hazel Markus (1982), "Affective and Cognitive Factors in Preferences, Journal of Consumer Research, 9, 123-131. (1982), "The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach," Journal of Marketing, Vol. Marketing strategies evolving out of this approach focus less on specific product/ service attributes and more on understanding the effects of contextual cues and heuristics on evaluation and decision making. A pilot study reported elsewhere (Obermiller and Bitner 1984) begins to address these questions. Persuasion is very much associated with our daily life. Most support for the ELM has focused on the role of personal involvement as a mediator of elaboration likelihood and thus as a determining factor in the route to persuasion. What is not clear, however, is whether these cues operate as peripheral cues or whether they are central cues in such situations. On the other hand, peripheral effects may result from more directly affective process, which may be more or less conscious. Thus, one person will be motivated to process brand relevant information centrally, another will be less motivated and will process background music peripherally, still another may be highly motivated to process the music cue centrally. 10 (September), 135-146. Conversely, if the decision is less important to you or you have little time available to think about it, you won’t invest much or any time elaborating on your decision. However, as Petty and Cacioppo (1983, p. 22) suggest, "there are a variety of determinants of the route to persuasion," by which they imply that there are a number of factors in addition to personal involvement that may affect motivation and ability to process central cues. This video is a practical guide on how to use elaboration likelihood model in persuasion. (3) Are there differences in the strengths of peripherally and centrally processed attitudes? These two approaches to attitude formation and change can be classified under what Petty and Cacioppo (1981; 1983) refer to in their Elaboration Likelihood Model (ELM) as central and peripheral routes to persuasion. The results of that study showed that a pleasant atmosphere enhances product evaluations when subjects are in a low state of motivation ("browsing"), but that pleasantness of atmosphere has no effect on product evaluations when subjects are motivated ("shopping") as the ELM predicts. Research addressing this question might involve the selection (by "expert" judges or through another procedure) of several brands of a product that are determined to be essentially the same in their central, product-relevant characteristics. Unfortunately, central cues may be unavailable or difficult to evaluate in such cases so people may still rely on peripheral cues. People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. Other less conscious affective responses may result from classical conditioning and mere exposure. Specific examples of marketing variables that may lead to high or low elaboration likelihood are described below and summarized in Table 1. 1., 69-81. Marketers, however, control objective cues; and communication effectiveness would be greatly improved if the model could predict which cues would be processed in which way under particular sets of circumstances. Similarly, individuals may be more or less sensitive to a particular peripheral cue such as source credibility or environmental pleasantness causing these variables to vary in relative persuasiveness based on individual differences in such traits as locus of control or need for stimulation. This paper discusses the ELM and its usefulness to the field of marketing as a framework for predicting how attitudes will be formed and changed in various situations. 8, 20-24. 14 (November), 429-443. What happens when one is highly motivated to process thoughtfully but there is no "useful" information to process? Petty and Cacioppo are clear in their description of ELM as a framework based on the classification of processing styles not on the classification of objective cues. Such a test would address the relative resistance of attitudes developed centrally and peripherally. In this case, persuasion will occur using what the model calls peripheral route processing. You’ll be influenced by associating the decision with positive or negative cues or by using cognitive cues. In an environment where attention is free to roan, many peripheral cues such as music, images, humor, may attract enough attention to elicit central processing of their own. 3 (Summer), 86-91. The negative effect associated with physical appearance is a simple affective response, not a cognitive short cut. http://pinterest.com/https://www.pinterest.co.uk/expertpm/.

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