The Elaboration Likelihood Model Applied to Internet Advertising

2488 Words Nov 5th, 2009 10 Pages
Running Head: The Elaboration Likelihood

The Elaboration Likelihood Model Applied to Internet Advertising

In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet, as no other medium, has given an international or a "globalized" dimension to the world. It has become the universal source of information for over 1,463,632,361 people.
Cisco conducted a study, which predicted that traffic on the world’s networks would increase annually 46 percent from 2007 to 2012, nearly doubling every two years. These results don’t come as a surprise considering that with a small investment almost anybody can have access to the World Wide Web. Among the many segments
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Two types of processing may occur when elaboration likelihood is high. Objective processing takes place when the individual is motivated and able to examine the message for its central merits. Biased processing occurs when the individual holds a strong previous opinion concerning the message subject and, therefore, responds to message arguments with attitude consistent cognition instead of scrutinizing the message for its quality. If the message is consistent with prior attitudes, the individual will draw support arguments, while counter arguments will be brought forth if the message is counter attitudinal.
The other route to persuasion is known as the “peripheral route” and it is “automatic, shallow, heuristic, and mindless” and “based on affective associations or simple inferences tied to peripheral cues…” (Petty & Cacioppo, 1986). When elaboration likelihood is low, individuals do not think much about message content; instead, they use noncontent elements associated with the message as a basis for attitude formation. Peripheral cues can be the number of message arguments, music, affective reactions generated by the ad and so on.. Whether an individual will follow the central or peripheral route to persuasion is determined by the likelihood of elaboration, which, in turn, is influenced by the individual’s motivation and ability to process. Petty and Cacioppo (1986) define motivation and ability in terms

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