Elaboration Likelihood Model

What is it? A theory of how persuasion occurs due to promotion communication. Psychologists Petty, Cacioppo, and Schumann theorize that the method of persuasion depends on the consumers level of involvement with the product and the message. When consumers have a higher level of involvement with the product or the message, they will tend to comprehend productrelated information, such as product attributes and benefits or demonstrations, at deeper, more elaborate levels. This can lead to product beliefs, positive brand attitudes, and purchase intention. On the other hand, people who have low involvement with the product or the message have little or no reason to pay attention to it or to comprehend the central message of the ad. As a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects of the ad or commercialsay, the pictures in the ad or the actors in a commercialfor their entertainment value. And whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. See also central route to persuasion and peripheral route to persuasion. (Ch. 4)

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