Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) is a psychological theory of persuasion, in which people’s thought processes are categorised into Peripheral Route or Central Route thinking.

Peripheral Route thinking is when an individual has limited interest or close investment in the object or topic in question. As such, they do not process information in detail, or “elaborate” on information. As such, they take information as it is given to them and are easily persuaded by surface level arguments.

Alternatively, Central Route thinking is the opposite. This occurs when an individual has significant interest or investment in the object or topic. As such, they take great care in deliberating over information provided, researching the topic or object, and processing. This is because the individual has a strong investment in the outcome of their decision making process. They, therefore, are not easily persuaded or impressed, especially by superficial arguments (as a peripheral route thinker would).

This has strong relations to marketing, as the consumer thinking route strongly impacts how you should market your products. The consumer is likely to fall into different categories for different products/services, so it is important to establish which one consumers will fall under, for your products. Marketing for peripheral route thinking is based on factors such as exciting colours, music, imagery, and attractiveness of models. Superficial methods such as these engage consumers, and make them excited about the product, as they have no strong desire to research or process information about the product. Marketing such as this is often used for cheap, everyday products that a person is not likely to think about much before purchasing. However, when a product is an investment, a big purchase, or an irregular purchase. Examples include, high-end hair products, cars, or other larger purchases. When this is the case, marketing should focus on a display of expertise, product functionality, and social proof, in order to instil confidence in the consumer.

Overall, the key advantages from ELM in marketing, is that it gives you a better understanding of the consumer attitude, and a greater chance of predicting their behaviour. When you understand the consumer attitude towards your product and their buying behaviours, you are able to create better and more effective marketing. The advantage here being that you are less likely to waste money on ineffective advertising.

– Marketing to Mind –