Elaboration Likelihood Model
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A Sales Training Presentation about ELM: Elaboration Likelihood Model
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Elaboration Likelihood Model
- 1. SALES TRAINING PRESENTATION AN INTRODUCTION TO THE ELM THEORY
- 2. WHAT IS ELM? Elaboration Likelihood Model Elaboration Likelihood Complex Possibilities Is A Dual-Process Model Of Persuasion
- 4. WHAT ARE THE DUAL-PROCESSES OF ELM FOR ADVERTISING? CENTRAL If The Consumer Is Extremely Involved With The Issue, The „Central Route‟ Will Process The Advertisement PERIPHEAL If The Level Of Product Involvement Is Low, In Contrast, The „Peripheral Route‟ Will Process The Advertisement
- 5. HOW DO WE ELABORATE? INVOLVEMENT H I G H L O W EMOTIONAL Emotional Appeals Utilizing The Physical Attractiveness Of Celebrity Endorsers Or Sentimental Messages Through The Written Or Spoken Word Or Imagery RATIONAL Rational Appeals By Employing Arguments Or The Issue Relevant To Facts
- 6. CAPTURE • ACQUIRE • SECURE CONNECT CONVINCE • ASSOCIATE • RELATE • INFLUENCE • PERSUADE
- 7. IT IS ALL AROUND US COLD CANVASS INTERNET LIVE PRESENTATION OR VIRTUAL PRODUCT DEMOS BROCHURES
- 8. BUYERS B 2 CONSUMER B 2 BUSINESS Influenced To Hold Correct Attitudes, For Example, “This Is In Style!”, “This Is The Latest And The Greatest!” Involvement Is Influenced By Situation Or Relevance; “Why Do I Need This Office Equipment?” “Is It A Worthy Investment?””What‟s In It For Me?”
- 9. SOURCES Bhattacherjee, A., & Clive, S. (2006). Influence Processes For Information Technology Acceptance: An Elaboration Likelihood Model [Electronic version]. MIS Quarterly, 30(4), 805-825. from Business Source Premier (0276-7783). Diamond, W. D., & Gooding-Williams, S. (2002). Using Advertising Constructs and Methods to Understand Direct Mail Fundraising Appeals [Electronic version]. NONPROFIT MANAGEMENT & LEADERSHIP, 12(3).
- 10. SOURCES Jacobson, S. K., McDuff, M. D., & Monroe, M. C. (2006). Conservation and Education Outreach Techniques. New York: Oxford University Press. Retrieved June 4, 2009, from http://books.google.com/books?id=QryOCd WvthcC&printsec=frontcover Kung, C. Y., Lin, H. J., & Wang, C. M. (2006). The Effect of Customers' Purchase Willingness by Applying Adaptive Sales Interactive Model [Electronic version]. Journal of American Academy of Business, 8(1), 277-281. from Business Source Premier.
- 11. SOURCES Lee, S. , Park, B. and Potter, R. F. , 2006-0616 "The Impact of Structural Complexity and Information Density on Attitudes Toward Radio PSAs" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2009-02-05 from http://www.allacademic.com/meta/p90447_i ndex.html Caroline Westhall Miller Colorado Technical University Online Instructor Karyn Suarez MKT430-0902B-02 : Personal Selling and Customer Focus Phase2 Individual Project June 5, 2009
Editor's Notes
- The Elaboration Likelihood Method defines the basis for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications.
- Examples of ELM in action are:Advertising-The persuasion process is awareness through advertising exposure. The advertising exposure is involuntary and/or incidental because individuals involuntarily just happen to come across an ad in traditional media, (peripheral route). In contrast, advertising exposure whether on the Internet or choosing to view an infomercial can be either involuntary or voluntary, (direct/central), route; after clicking on a banner ad, depending on the type of Web advertising. Intervention-The importance of high levels of involvement in counseling has been related to theories of interpersonal influence. There can be conflicting effects of a counselor's credibility as a function vs. how personally involved the counselor is, as well as the voluntary involvement of the individual seeking treatment of their own design, or if the individual is there against their will.Solicitation- If the cause is pertinent to the volunteer or donator, they will pay attention once their emotions have been appealed to. Education – ELM can be applied and reflective of teaching and learning styles, depending on the subject being taught, or if the student(s) being taught have special needs, and what grade levels you are dealing with. For example the kindergarten teacher may ring a bell to get the class’s attention, the elementary school teacher will have the students stay quiet with their heads down on the desks, and the high-school teacher will promise extra homework if the class doesn’t “settle down.”
- The recipient of an advertising message processes it depending on his/her ability and motivation to process the advertisement. There are two ways to persuade:The Central Route uses message elaboration, and can produce a majorpositive attitude change. Infomercials have the time and a captive audience due to interest in the product. Most infomercials last 30 minutes and it is assumed that individuals watching these productions are interested in the product. Either by choice, or by default through surfing, then stopping to watch.Testimonials from seemingly reliable or celebrity hosts promotes then enforces a positive attitude change with and about the sale. ThePeripheral Route uses a message more familiar for years. Peripheral means “side-line” or “’round-about”.The peripheral route will rely on various irrelevant cues to capture your attention aimed to evokea quick response along with a slight shift in the viewers attitude. Although the Elaboration Likelihood Modelis difficult to analyze according to traditional scientific standards, by marketing standards we know as the theory simply describes and explains the process, history teaches us that it works. It’s all about the product, then the advertising content, with appropriate audio accentuation if applicable.
- The focus of Elaboration Likelihood Model (ELM) is that the effectiveness of persuasion depends on whether the elaboration likelihood of the communication situation is high or low. There is a theory that that the central route to persuasion is effective when the elaboration likelihood is high, or when the involvement/attention of the consumer is high. If the consumer perceives that the product is relevant to or for them, An individual is more likely to be motivated to exercise a cognitive effort required to examine the promoted merits of your product.However, when the elaboration, (attention, involvement), likelihood is low or when there is a likelihood of message perception is low, the peripheral route, or “round-about way” can be more effective than the central route to first capture attention. Under low involvement conditions, people are not motivated to immediately recognize or evaluate the true merits of your product. It was discovered that the rationale of an individual is appealed to employed arguments in favor of your product and is perceived as relevant to facts are effective when the elaboration likelihood is high, or the central route. The targeted consumer’s emotions are captured when the physical attractiveness of celebrity endorsers or sentimental messages; the peripheral route is effective when attention/elaboration is low. It was also found that the influence of advertising claims had a greater impact form the standpoint of high involvement rather than a low involvement. Therefore, ultimately, we want the consumer paying attention, and involved in our promotion.
- All in all, the individual that is buying has the ultimate power of choice to buy or not, we as the seller, has to capture, connect, and convince your prospects them to buy.
- Cavalier would do well to sell using both methodologies of ELM. The central route being the most important. Office equipment can be costly, but it is also very relevant to anyone wanting to run their business efficiently and modernly. We can give prospects a call, offer to send brochures, links to company sales presentations about our products, to exercise what we know about the process of ELM utilizing both central and peripheral routes. When prospects learn more about a product, become familiar, (friendly) with it, their moods or attitudes change towards the product. They perceive it as something they need or want, or at least want to know more about.
- Purposed involvedness and the concentration of information will both the impact central/peripheral processing of your prospect. This is to enhance the customers’ degree of involvement and so influence them to commit to buy. The Art of Persuasion is at the root of social influence.Social influence occurs when an individual's thoughts or actions are affected by other people or channels through conformity, socialization, peer pressure, obedience , leadership, sales, and marketing.It is the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic and not always logical, (peripheral), means. It is strategy of problem-solving relying on "appeals" rather than hard coercion.Coercion is the “hard sell” and thought of in today’s business as an archaic practice of compelling a person or manipulating them to behave in an involuntary way by use of threats, intimidation, trickery, or some other form of pressure or force, although forms of rhetoric, are still used and deemed acceptable, as in, “Buy this, you need this because it’s in style, and if you do not buy this you won’t be in step with what’s in style!” It could be clothing, a car, the latest gadget or video game and so on…Rhetoric is the art of using language as a means to persuade.