Elaboration Likelihood Model Analysis

2.2.1 Elaboration Likelihood Model Introduced by social psychologists Richard Petty and John Cacioppo in the early 1980’s, the Elaboration Likelihood Model explains the cognitive process of the audience underlying the attitude change and persuasion. The model describes the process of elaboration and the factors that contribute to the likelihood that someone will elaborate on a piece of information.

In terms of advertising, advertisers would like the consumers to elaborate the information showed in the advertisements so that they actively think about the products and brand. It will also show the effectiveness of the advertisements and the attitude of viewers towards the advertisements. The ELM framework has been employed in a wide range of

The peripheral route is usually used when the individual is not interested in the presented information. He or she will less likely to request more information and may have the high possibility to skip the advertisements. People who use the peripheral route are more focus on the peripheral cues to elaborate the information. Individual process the message “based in associations and rules of thumb, without requiring a personal evaluation of the issue relevant arguments presented” (Ho & Bodoff, 2014). Examples of peripheral route advertising include ads that have a celebrity endorsing the product. Having a celebrity in the advertisement will invoke those who like the celebrity to be more inclined to invest in the product/ brand. If people have positive feelings about the celebrity, those positive feelings will most likely spill over to the product being

One of the basic elements related to the advertising strategies is the selection of an appeal. Advertising appeals are usually divided into two types: (1) Rational appeal and (2) Emotional appeal. From the research of genders’ differences in evaluation of web advertisement, the result has shown that male may have more favourable interest or belief towards an advertisement presented in a rational way while female will prefer the emotional appeal advertisement (Hsu, et al., 2013). Hence, difference gender will generate different attitudes towards different appeal of advertisement using either central route or peripheral route to process the information.

In short, the Elaboration Likelihood Model is an important theoretical framework to understand in terms of advertising because it explains how people form brand attitudes based off of advertising. Researchers are also able to determine the attitudes of users towards the YouTube skippable pre-roll advertisement. With knowledge of the ELM, advertisers are able to better tap into consumers’ central processing route, allowing them to develop advertisements that leave more of an impact on the