Richard E. Petty and John T. Cacioppo developed the elaboration likelihood model in 1980. This model indicates the likelihood a consumer will elaborate (think deeper about) a certain message.
There are two processing routes that occur.
- The central route consists of messages that are straight-forward and are higher-involvement products.
- The peripheral route consists of message with flashy graphics, catchy music, etc. and are usually for lower-involvement products.
The consumer generally needs more motivation in order for a central route message to be effective. They will have to process facts and information. If they do not want to process this information, the ad will not work.
Um, Nam-Hyun. "Revisit Elaboration Likelihood Model: How Advertising Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product." European Journal of Social Sciences 7.1 (2008): 126-139. Web. 31 Oct 2010.
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