The Elaboration Likelihood Model (ELM) insists that consumers make purchase related decisions in two ways.
- By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources
- By thinking emotionally, without in-depth assessments about the products
The Elaboration Likelihood Model (ELM) model suggests that consumers must take a middle route to the above mentioned two routes to make balanced decisions. Such balanced decision making will have a positive impact on decisions regarding products bought for a long term.
According to the Elaboration Likelihood Model (ELM), people tend to listen to speeches made by others or see programs that are persuasive in nature. The same speaker or program may not interest people at other points of time. This shows that people are persuaded or form opinions during different events or occasions. Persuasion, as per the Elaboration Likelihood Model (ELM) is divided in to two types namely Central Route and Peripheral Route.
Central Route to Persuasion
This concept substantiates the attitude of customers to listen to the speech or witness the program telecast in Television if the subject matter discussed interests them. They listen to the speech even if the same is delivered by a speaker who is not their favourite just to hear to the facts and figures spoken by them. They listen to information communicated through the speech. The attention that they pay to details communicated is intense and deep. Such consumers base their decisions pertaining to purchase on the details they accumulate from listening to the speech. They take purchase decision in a well-informed manner. This is the base concept of central route to persuasion as substantiated by the Elaboration Likelihood Model (ELM).
Peripheral Route to Persuasion
Many a times people listen to a speech or view a person talk without paying much attention to the details they share. Instead, they get carried away by the name and fame of the personality who is presenting the data. They feel impressed with the mannerisms exhibited by the person. They tend to feel persuaded with their buying decisions which are mostly based on things that are superficial in nature. This is termed as Peripheral route to persuasion as substantiated by the Elaboration Likelihood Model (ELM).
It is important for advertising agencies to take the Elaboration Likelihood Model (ELM) into consideration to assess the attitudes of customers to make an effective advertising strategy.