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 …show more content…
For example, non-linear argument structures were found to decrease ease of processing and, therefore, should be avoided in Southwest messages. Use of rhetorical questions were also found to decrease argument related processing and thought when the likelihood of elaboration is high. While structural variables have more straightforward applications, grammatical variables have more complex applications, as seen in the example above. Use of questions, termed grammatical variables in the article, should be carefully considered and applied in accordance to the experiment results that can be found in the
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 …show more content…
For example, non-linear argument structures were found to decrease ease of processing and, therefore, should be avoided in Southwest messages. Use of rhetorical questions were also found to decrease argument related processing and thought when the likelihood of elaboration is high. While structural variables have more straightforward applications, grammatical variables have more complex applications, as seen in the example above. Use of questions, termed grammatical variables in the article, should be carefully considered and applied in accordance to the experiment results that can be found in the