Elaboration Likelihood Model
Persuasion is very much associated with our daily life. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. The Elaboration Likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. They are called Central route and peripheral route. Both of them are effective persuasion techniques, but each of them has its own guiding techniques to make them more operative.
The process of persuasion through Central route is straight to the point and complete. The central route needs a thoughtful consideration of arguments which contains in the message. It requires more involvement from the part of reader or viewer. The receiver of the message carefully analyze the message and think of it in every possible angle. The central route is strong. The disadvantage of this technique is that, if the receiver is not directly affected by the message he or she will ignore it. The peripheral route is weak and the involvement of the receiver will be low. The message sent through peripheral route is not analyzed cognitively. Here the receiver of the message is not sure whether to agree with the message or to disagree. The person may not be able to elaborate the message extensively, so in the end he will be persuaded by the factors which are nothing to do with the message. And this is where packing, marketing, advertising and PR does their job.
Elaboration Likelihood Model template will be useful for marketers and ad agency specialists. Using this template, you can prepare a detailed analysis of your future advertising campaign. Also, this template will be useful when discussing various visual effects that motivate the user to purchase a product. The slides in this template contain infographics to provide two types of client persuasion. All slides in the template are easy to edit and will be organically added to your old presentations. The last slide of the template is presented in the form of blocks with related conditions. You can use it to build a decision-making model when looking for an error in the program code or a model for replenishing inventory in warehouses when developing a logistics supply chain. This template can be used by psychologists and business coaches to build their courses on persuasion, purchasing power motivation, or marketing campaign tools. Also, these slides can be used by software developers when building a model of the operation of various algorithms.