Elaboration Liklihood Mode Flashcards
(10 cards)
AIDA Model
Attention > interest > desire > action
Cognitive affective behavioural model
Affective. Cognitive
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Attitude
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Behavioural
Moderating role of involvement
Hypothetical construct that reflects how relevant important arousing and exciting a specific object, person or activity is for the individual consumer
Personal interest and passions determine consumers motivation to interact with certain people, buy certain brands, engage in leisure activities
Predispositional involvement
Relatively consistent - but can change over time due altered personal values and desires
Determines consumers motivation to engage with an object, content or media
Crucial to marketing communication effectiveness
Multiple effects model
Mental filters impact processing of brand message
Consumers must be motivated / interested in brand/product category
Consumers must be willing to process brand message
Consumer must be able to process brand message
Brand message can be processed either cognitively or emotionally
Past experience influence consumers involvement
What does elaboration mean?
It refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it.
What are the two channels elm creates
High level of elaboration means they reflect a high level of effort in recalling the message - Central Route Processing
The low elaboration is Peripheral route
Central route processing
Involves a high level of elaboration. The audience scrutinise the message’s content because of a high motivation level.
Users know what’s important to them, consequently they will invest in examining a credible designs message. So if users are persuaded via central route processing they will have focused on the messages strength.
Because they’ll be reckoning so much on what the message is telling them, a decision to agree with it will be because of the users work (I.e thought). They’ll also be more likely to focus and ignore distractions such as pop ups, as they seek their goals
Peripheral route processing
Involves a low level of elaboration. The user isn’t scrutinising the message for its effectiveness as such other factors can influence the, including distractions. These include such users as those who know that they want an item but do not know much about the detail of that item.
E.g. someone’s wanting a new laptop that’s good but cheap, is more likely to process by the peripheral route than one who is knowledgeable about the specific features of the laptop
Once one has been identified (route - central or peripheral)
If the message succeeds in persuading them ( such as an effective web page that engages and informs) these users will follow through with a call to action. There behaviour will be more enduring and less likely to be changed. However, they may change again if thrust process another convincing argument.
This group of users looks more to the appealing secondary factors of a design. Because they’re not looking for the messages details, their eyes drift, taking in other factors. If you have bells and whistles like enticing pleasing imagery you’ll appeal to them. For instance as powerful as the message may be, if you’ve included a celebrity holding the endorsement the latter is what will catch the users eyes more.
Also imagery such as food sex free items and humour are likely to have these are weaker than those positive notions that central route processing forms. That is, they are less enduring because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. So you will need to keep persuading them. Because their motivation is lower, they will have a lower capacity to remember what you e shown them as being important or relevant. Also they will be More likely to stop engaging with a design if they are distracted eg pop ups
