The psychology of persuasion: The elaborate likelihood model

Why do ads often contain positive emotional images and slogans as well as the basic factual information?

Because they make the best use of the elaborate likelihood model, or ELM. In order to persuade a potential buyer an advertiser can take the central route or the peripheral route. The route taken which is taken is dependent on the abilities of processing and motivation of receiver. An ad with emotionally charged images and basic factual information takes both the routes.

The central route

The central route is a direct route that appeals to logic and requires a lot of thought. Involvement is how much time, energy and other resources the receiver is willing to put into the process.

It uses facts and logic to persuade. It often leads to more permanent attitude change.

The alternative is the peripheral route

The peripheral route

By using the peripheral route, you use content that does not require the receiver to think carefully about a communication, influencing him directly by superficial ques. These can be emotional stories, bright colors, music and attractive models. The brand message becomes less important, as these ques play to senses emotions and feelings.

The following video is a comprehensive explanation of peripheral ques like colors and other stimulus (positive and negative).

About the author

By Walter van der Scheer +

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