MKC2110 Lecture Notes - Lecture 9: Grater, Satisficing, Cognitive Miser
6 Jun 2018
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WEEK 9 COMMENCE – 22.9.15
ELABORATION LIKELIHOOD MODEL AND ATTITUDE CHANGE
Model used to understand how consumers process persuasive messages.
OBJECTIVES
• Understand processes underlying attitude change
• Understand sources or persuasive messages
• Understand ELM and central peripheral routes to persuasion.
Persuasion is about changing someone’s attitude about something.
• Where does persuasion come into Alternative evaluation? )t does,
even for low involvement purchases, people are more likely to evoke
more than one brand, and evoke to prefer one of those brands over the
other.
• Knowing how consumers process the persuasive messages, help us design
the message.
• Persuade consumers to improve their attitude to our brand.
• ELM based on two roots which are based on the amount of involvement
consumers may have.
*EXHIBIT 5.1
Consumers’ elaboration (consideration)of a message based on MAO. Amount of
elaboration the consumer will engage in depends on motivation.
• Motivation coincidentally happens with involvement. High motivation =
involvement is high.
• Opportunity and ability dont necessarily happen.
• Just because motivation is high does not mean opportunity or ability is
high.
• Need opportunity and ability to process information. If MAO is not all
present at the same time, cannot use the central root.
• MOA are three separate constructs.
• To have a complex argument need to be motivated, and given the
opportunity (time to see, process) argument and given the ability
(argument has be in language you speak or understand. )f all three aren’t
together, you can’t elaborate highly. Will have low level of elaboration.
Where are attitudes stored?
• Brand knowledge
• Within our memory.
• Learning; change in content or structure of long-term memory.
• )f no MAO to process complex arguments, you can’t learn.
ELABORATION LIKELIHOOD MODEL
A general theory of attitude change a general framework for organizing,
categorizing, and understanding the basic processes underlying the effectiveness
of persuasive communications.
find more resources at oneclass.com
find more resources at oneclass.com
• Important because it helps us design the style, content, and medium we
use to deliver persuasive messages.
• Two routes to persuasive
- Central is a product of thoughtful and effortful consideration of the
merits of the information presented.
o What has to be present for a consumer to use central route to
process a persuasive message. MOA. Effort is high.
- Peripheral route is much more likely to occur as a result of some
simple cue in the persuasion context.
o If no motivation or opportunity or ability to process
information, then we won’t examine the arguments. We will
look for other peripheral cues to persuade us. Effort is low.
• **Seems that centrally derived attitudes are more persistent.
• For central route to be used, M, O and A must ALL be present.
• If going to use a lot of technical information, will run that information on a
website/magazine as consumers need the opportunity to process it.
ELABORATION CONTINUUM
• People have a variable motivation, opportunity and ability to process
information.
- Need for cognition (personality)
- Ability to process (intelligence)
- Motivation to process (involvement and risk)
- Opportunity (time constraints, satisficing, distractions.)
PERSUASION
Four variables affect the persuasiveness of a message
• Source
- Expertise, attractiveness, trustworthiness, liking, similarity.
- Important to central route processing: Expertise and
trustworthiness.
• Message
- Arguments quality and number.
- When consumers look at peripheral route, they will look at the
number of arguments.
• Recipient
- Processing motivation, opportunity and ability; mood.
- Consumer in more positive mood, more likely to spend cognitive
energy.
- Consumer in a positive mood, whose using peripheral route
processing, will use that mood as a peripheral cue.
• Context: Affects opportunity and ability.
- Communications environment distractions.
- Will less likely have impact on central route processing.
- Low involvement ads will be peripheral cues. Do not need to
concentrate to have an impact.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Model used to understand how consumers process persuasive messages. Objectives: understand processes underlying attitude change, understand sources or persuasive messages, understand elm and central peripheral routes to persuasion. Consumers" elaboration (consideration)of a message based on mao. Amount of: motivation coincidentally happens with involvement. High motivation = elaboration the consumer will engage in depends on motivation. involvement is high: opportunity and ability don(cid:495)t necessarily happen. Just because motivation is high does not mean opportunity or ability is high: need opportunity and ability to process information. If mao is not all present at the same time, cannot use the central root. )f all three aren"t together, you can"t elaborate highly. )f no mao to process complex arguments, you can"t learn: brand knowledge, within our memory, learning; change in content or structure of long-term memory. A general theory of attitude change (cid:494)a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. (cid:495)
