What is the Elaboration Likelihood Model and how does it impact marketing strategies?

1 Central route persuasion

The central route of persuasion is more likely to occur when consumers have high motivation and ability to process the message. This means that they are interested in the topic, have prior knowledge, and have enough time and attention to evaluate the arguments. When consumers use the central route, they are more influenced by the quality and strength of the message, rather than by peripheral cues. The central route leads to more durable and resistant attitudes that can affect behavior and future decisions. To use the central route, you need to provide clear and relevant information, use credible and trustworthy sources, and appeal to the consumers' needs and values.

2 Peripheral route persuasion

The peripheral route of persuasion is more likely to occur when consumers have low motivation or ability to process the message. This means that they are not interested in the topic, have little or no prior knowledge, or face distractions or time pressure. When consumers use the peripheral route, they are more influenced by the external factors, such as the attractiveness of the source, the number of arguments, the music or images, or the endorsements or testimonials. The peripheral route leads to more temporary and weak attitudes that can be easily changed by counterarguments or new information. To use the peripheral route, you need to use attention-grabbing and emotional elements, offer incentives or rewards, and create a positive association with your brand or product.

3 Factors affecting elaboration

The ELM identifies several factors that can influence the level of elaboration that consumers engage in when exposed to a persuasive message. These factors include personal relevance, need for cognition, and involvement. For example, if you are selling a health product, you can increase the personal relevance by highlighting the benefits for the consumers' specific health goals or conditions. Additionally, if you are selling a technical product, you can cater to the high need for cognition consumers by providing detailed and factual information. If you are selling a high-involvement product, such as a car or laptop, you can increase the involvement by emphasizing the personal and social consequences of the purchase. Conversely, if you are selling a low-involvement product, such as a snack or shampoo, you can increase the involvement by creating a sense of urgency or scarcity. Understanding these factors will help ensure that your persuasive message is effective.

4 Implications for marketing strategies

The ELM can help you design more effective marketing strategies by understanding how your target audience processes persuasive messages and forms attitudes. Depending on the level of elaboration that your audience engages in, you can choose the appropriate route of persuasion and tailor your message content and delivery accordingly. For example, if you are targeting high elaboration consumers, you can use the central route and focus on providing strong and logical arguments, using credible and expert sources, and addressing potential objections or counterarguments. If you are targeting low elaboration consumers, you can use the peripheral route and focus on creating attractive and memorable cues, using likable and popular sources, and offering incentives or social proof. By applying the ELM, you can increase the likelihood of persuading your audience and influencing their behavior and loyalty.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?