Elm model in consumer behaviour pdf

Howarth sheth model substantiates the complexity involved in consumer behavior and takes into consideration various factors like attitudes of consumer, their perception levels and learning capacity that influence consumer behaviour. The elaboration likelihood model can be effectively applied to advertising and marketing because the ultimate goal is to change the consumer s attitude in order to change their behavior. The elaboration likelihood model of persuasion communication. Place of emotions in marketing and its importance in elm model. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Review paper elaboration likelihood model in consumer. Using the elaboration likelihood model to examine online persuasion through website. The model suggests that there are two routes to persuasion the cent al route and the peripheral route and that these two categories can account for all of the various theories of attitude change. The marketing implications of the consumer decisionmaking process are essential to understand in order to maximize sales. The elaboration likelihood model elm explains how persuasion message works in changing the attitude of reader or viewer. Abstract dual system and dual process views of the human mind have contrasted automatic, fast, and nonconscious with controlled, slow, and conscious thinking. The elaboration likelihood model elm is a model of information processing and. Given modern communication contexts, it is appropriate to question the model s validity and relevance.

Persuasion is very much associated with our daily life. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples. The most influential of these models was the elaboration likelihood model of. Among these models, elm seems to be the most popular and most cited one in both cognitivesocial psychology and consumer research over the past decade. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Elaboration likelihood model theory using elm to get. Emotions, marketing, elm model, consumer behavior, sensory. Review, critique and research agenda article pdf available in european journal of marketing 481112. Elaboration likelihood model, advertising, consumer information processing. The model was introduced by petty and cacioppo over three decades ago and has been modified, revised and extended.

Consumer behavior implications for marketing strategies. Introduction elaboration likelihood model is developed by richard e. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Likewise, recent research has shown that, when evaluating consumer products. Increasing the effectiveness of communications to consumers. Ten consumer behaviour models short notes bbamantra.

Pdf elaboration likelihood model in consumer research. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. The elaboration likelihood model elm is a model of information processing and persuasion. Elaboration likelihood model, cognition, emotion, structural equation modelling, consumer behaviour, selfassessment manikin, pad. Given modern communication contexts, it is appropriate to question the models validity and relevance.

Ever since its introduction in the 1980s, elm has been frequently cited by scholars from both cognitivesocial psychology and consumer research. Model batra and ray, 1985, 1986, and information processing intensity greenwald and leavitt, 1984. Pdf using the elaboration likelihood model to examine online. Article pdf available in european journal of marketing 481112. Developed in the mid1970s by the cofounder of the field of social neuroscience, john cacioppo, and richard petty, a distinguished psychology professor at chicago university, the elaboration likelihood model elm seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour. The elaboration likelihood model petty and cacioppo 1981 is discussed as a framework for understanding attitude formation and change with regard to products and services. Consumers are driven both by rational thinking and emotions, and marketers must conduct careful research to tap into and harness the power of this information in their efforts. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Overview of the elaboration likelihood model and routes to persuasion.