Public Relations Department At Southwest Airlines Essay

1965 Words Dec 12th, 2016 8 Pages
The Public Relations Department at Southwest Airlines is in charge of developing the general brand image of Southwest Airlines. By utilizing the Elaboration Likelihood Model, we are positioning ourselves to influence a brand image among our frequent business travelers. We understand that by increasing our brand image we need to target our audience by using a holistic approach using both the central and peripheral route. Therefore, the ELM method works great for what we are striving for.

DEFINING ELM:
History:
The elaboration likelihood model of persuasion is a dual route approach to attitude and behavioral change. The Elaboration Likelihood Model of Persuasion was proposed by Richard E. Petty and John Cacioppo in the 1980s. The model breaks down two different ways the human brain process stimuli, why they are processed that way, and how they can lead to attitude change. The elaboration likelihood model includes two paths to persuasion, the central and peripheral route. The central route involves a person’s careful evaluation of the merits of an argument. The central route also includes a high amount of message elaboration in which the individual has great amount of thought about the arguments presented. Alternatively, in the peripheral route the individual makes a simple judgment on the merits of the advocated position. After this the probability of elaboration on the position will be determined by the individual’s motivation.

Central Route:
In the Elaboration…

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