The Elaboration Likelihood Model of Persuasion
Abstract
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.
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... Given that conference calls provide a form of disclosure that is personally associated with the presenting manager, we further test whether our results differ when newly appointed managers appear in these calls. The communication literature argues that for situations with little information about the sender, receivers are less likely to derive credibility from the sender, while their reliance on message credibility remains (Petty & Cacioppo, 1986). Our results support this notion, as we find the strengthening effect of sender credibility on the relation between tone and investor reaction to be attenuated for newly appointed managers, while we find no reduction for message credibility. ...
... It is thus likely that investors will rely less on perceived sender credibility if the manager is newly hired. This is also in line with the communication literature, which highlights that when little information is available about the sender, receivers are likely to rely on message credibility (Petty & Cacioppo, 1986). Table 10 reports the results, which show that for newly appointed managers, investors' assessment of tone Wald-test coefficient, difference for low versus high sample splits tone x sender_cred χ 2(1) = 4.70 * * χ 2(1) = 8.62 * * * χ 2(1) = 6.82 * * * tone x message_cred χ 2(1) = 1.97 χ 2(1) = 7.55 * * * χ 2(1) = 9.71 * * * This table reports the regression results of tone in manager-specific communication (tone) on investor reactions (car) and the moderating effect of credibility signals from soft information (sender credibility and message credibility) in sample splits of high and low media coverage, analyst coverage, and dedicated investors. ...
Research assigns significant share price relevance to linguistic tone in earnings conference calls. Tone is, however, only one facet in the mosaic of the soft information that is disseminated in the interactive conference call setting. We argue that investors exploit further aspects of this soft information to simultaneously assess the tone's credibility. Drawing on the communication literature, we focus on the role of perceived sender and message credibility in conference calls in altering investor reactions to tone. We measure sender credibility as the trustworthiness originating from the manager's perceived personality (i.e., Big 5 traits), and message credibility as characteristics of a credible communication style and structure. We find corroborating evidence that investor reactions to tone are stronger in the presence of higher sender and message credibility. We also find the credibility effect to be stronger in weaker information environments, where we expect the reliance on simultaneously perceived credibility signals from soft information to be higher. Finally, we find that sender and message credibility strongly attenuate the negative post-conference-call drift in the investor reaction to tone. Our results provide evidence that investors benefit from considering credibility signals from the simultaneously perceived soft information when reacting to tone in conference calls.
... Studies have shown that tailored communication increases the perceived personal relevance of information, resulting in greater engagement in desired health behaviour change compared with more traditional, generic forms of health communication, such as brochures. [81][82][83] Improving financial protection for vulnerable populations A shift from a hospitalcentric model to a population based, integrated approach, combined with effective healthy behaviour promotion strategies, can potentially address the rising costs of health care. China should also redesign its health insurance schemes and medical assistance programmes to protect lowincome households. ...
This report analyses the underlying causes of China's achievements and gaps in universal health coverage over the past 2 decades and proposes policy recommendations for advancing universal health coverage by 2030. Although strong political commitment and targeted financial investment have produced positive outcomes in reproductive, maternal, newborn, and child health and infectious diseases, a fragmented and hospital-centric delivery system, rising health-care costs, shallow benefit coverage of health insurance schemes, and little integration of health in all policies have restricted China's ability to effectively prevent and control chronic disease and provide adequate financial risk protection, especially for lower-income households. Here, we used a health system conceptual framework and we propose a set of feasible policy recommendations that draw from international experiences and first-hand knowledge of China's unique institutional landscape. Our six recommendations are: instituting a primary care-focused integrated delivery system that restructures provider incentives and accountability mechanisms to prioritise prevention; leveraging digital tools to support health behaviour change; modernising information campaigns; improving financial protection through insurance reforms; promoting a health in all policy; and developing a domestic monitoring framework with refined tracer indicators that reflects China's disease burden.
Purpose
Retailers are increasingly adding multiple platform apps. For instance, Hilton Hotel is listed on booking.com, Expedia and TripAdvisor. The purpose of this study is to examine whether and how the adoption of a second homogenous mobile platform app by new and existing consumers affects their purchasing behavior in both the original app and the overall platform apps.
Design/methodology/approach
With 604,864 unique data from a Chinese fast-food company, which sequentially add three food delivery platforms, this paper explores the influence of a second homogeneous mobile platform app adoption on consumer purchase frequency, order size and spending.
Findings
The results of the log-linear regression model show that multiplatform consumers are more profitable than single-platform consumers. For both existing and new consumers, multiplatform adoption would increase purchase frequency, decrease order size and increase total spending with the retailer. However, for existing consumers, multiplatform adopters are more likely to buy less frequently, spend less per order and have lower total spending in the original platform app.
Research limitations/implications
This paper contributes to platform addition and multichannel literature by empirically finding that multiplatform adopters, both new and existing consumers, are more profitable than single-platform consumers. Managerially, the results suggest that companies should not hesitate to add multiple platforms and should encourage consumers to use multiple mobile apps.
Originality/value
First, this study examines the multiplatform addition effect on both new and existing consumers, which has not been discussed yet. Second, this study contributes to multichannel literature by finding that multiplatform consumers are more profitable than single-platform consumers. Third, unlike Rong et al. (2021), this study supports that channel capability theory is still valid in the homogenous mobile-to-mobile channel expansion context.
Our beliefs are inextricably shaped through communication with others. Furthermore, even conversation we conduct in pairs may itself be taking place across a wider, connected social network. Our communications, and with that our thoughts, are consequently typically those of individuals in collectives. This has fundamental consequences with respect to how our beliefs are shaped. This article examines the role of dependence on our beliefs and seeks to demonstrate its importance with respect to key phenomena involving collectives that have been taken to indicate irrationality. It is argued that (with the benefit of hindsight) these phenomena no longer seem surprising when one considers the multiple dependencies that govern information acquisition and the evaluation of cognitive agents in their normal (i.e., social) context.
Purpose
Drawing on the pleasure-arousal-dominance (PAD) emotion model, the emotional states of consumers embedded in online reviews can be described through three dimensions, that is, pleasure, arousal and dominance, rather than only the one-dimensional positive and negative polarity, as in previous studies. Therefore, this study aims to explore the effect of online review emotion on perceived review helpfulness based on these three basic emotional dimensions.
Design/methodology/approach
A lexicon-based method is developed to analyze PAD emotions of online reviews from JD.com. The zero-inflated negative binomial regression is utilized to empirically validate the study hypothesis. The authors examine the influence of pleasure, arousal, dominance, emotion diversity and emotion deviation on review helpfulness, as well as the moderating effect of product type on the relationship between all independent variables and online review helpfulness.
Findings
The study results show that the pleasure emotion impairs the helpfulness of online reviews, while the arousal and dominance emotions have a positive impact. Moreover, the authors find that compared with search products, the effects of pleasure, arousal and dominance on perceived helpfulness are strengthened for experience products. However, the emotional diversity and emotional deviation have opposite effects on the helpfulness of search products and experience products. Additionally, the results show that dominance emotion plays a more important role in the interaction effect.
Originality/value
The empirical findings confirm the applicability of PAD in the online review context and extend the existing knowledge of the influence of review emotion on helpfulness. A feasible scheme for extracting PAD variables from Chinese text is developed. The study findings also have significant implications for reviewers, merchants and platform managers of e-commerce websites.
Digital platforms facilitate the coordination, match making, and value creation for large groups of individuals. In consumer-to-consumer (C2C) online sharing platforms specifically, trust between these individuals is a central concept in determining which individuals will eventually engage in a transaction. The majority of today’s online platforms draw on various types of cues for group coordination and trust building among users. Current research widely accepts the capacity of such cues but largely ignores their changing effectiveness over the course of a user’s lifetime on the platform. To address this gap, we conduct a laboratory experiment, studying the interplay of cognitive and affective trust cues over the course a multi-period trust experiment for the coordination of groups. We find that the trust-building capacity of affective trust cues is time-dependent and follows an inverted u-shape form, suggesting a dynamic complementarity of cognitive and affective trust cues.
Background: Front-of-package nutritional warning labels (WLs) are designed to facilitate identification and selection of healthier food choices. We assessed self-reported changes in purchasing different types of unhealthy foods due to WLs in Mexico and the association between the self-reported reductions in purchases of sugary beverages and intake of water and sugar-sweetened beverages.
Methods: Data came from 14-17 year old youth (n=1,696) and adults ≥18 (n=7,775) who participated in the Mexican arm of the 2020-2021 International Food Policy Study, an annual repeat cross-sectional online survey. Participants self-reported whether the WLs had influenced them to purchase less of each of ten unhealthy food categories due to WLs. Among adults, a 23-item Beverage Frequency Questionnaire was used derive past 7-day intake of water and sugary beverages analyzed to determine the relationship between self-reported reductions in purchasing sugary drinks due to the WLs. Multilevel mixed-effects logistic regression models were fitted to estimate the percentage of participants who self-reported reducing purchases within each food group, and overall. Sociodemographic characteristics associated with this reduction were investigated as well.
Results: Overall, 44.8% of adults and 38.7% of youth reported buying less of unhealthy food categories due to the implementation of WL, with the largest proportion reporting decreased purchases of cola, regular and diet soda. A greater impact of WLs on the reported purchase of unhealthy foods was observed among the following socio-demographic characteristics: females, individuals who self-identified as indigenous, those who were overweight, individuals with lower educational levels, those with higher nutrition knowledge, households with children, and those with a significant role in household food purchases. In addition, adults who reported higher water intake and lower consumption of sugary beverages were more likely to report reduced purchases of sugary drinks due to the WLs. Adults who reported greater water intake and lower sugary beverages intake were significantly more likely to report buying fewer sugary drinks due to the WLs.
Conclusion: Our findings suggest that implementation of WLs has reduced purchases of unhealthy foods in Mexico. These results underscore the positive impact of the labeling policy particularly in subpopulations with lower levels of education and among indigenous adults.
Key words: warning labels, food purchasing behavior, Nutrition labeling, Food policy, sugar sweetened beverages.
In contrast to traditional e-commerce platforms, social commerce platforms offer users opportunities to communicate and profit, instead of merely rating and purchasing products. This study examines a sample of 1859 user-generated (UG) e-books from a popular Chinese social commerce website to identify the factors that impact consumers to purchase UG products. The network analysis results reveal that UG products on social commerce platforms exhibit varying sales patterns and form three distinct communities, comprising 1393, 291, and 175 e-books respectively. By employing the Elaboration Likelihood Model (ELM), this study examines the impact of certain variables on UG product sales within three communities. These variables encompass central route factors such as product rating and rating numbers, peripheral route factors like follower adoption, and the elaboration likelihood encompassing ability (the proportion of experienced purchasers) and motivation (the proportion of purchased transactions, serving as an indicator of the gifted marketing strategies). The findings of this study have implications for the design and improvement of UG product marketing in social commerce platforms.
Two experiments were conducted to explore the relationship between the body posture of a message recipient and susceptibility to persuasive influence. In Experiment 1, recipients who were reclining comfortably during exposure to a counterattitudinal message showed more agreement with the message than recipients who were standing during exposure. In Experiment 2, posture (standing or reclining) and the quality of the arguments employed in the counterattitudinal message (cogent or specious) were varied in an effort to assess competing theoretical accounts of the posture effect. An interaction between posture and message quality emerged on the measure of postmessage agreement. Reclining subjects were differentially persuaded by the strong and weak arguments, but standing subjects were not. This pattern of results is consistent with the view that reclining recipients engage in more message-relevant thinking than standing recipients.
Students rated a poem and an editorial believing that they alone were responsible, that they were one of four persons responsible, or that they were one of sixteen persons responsible for evaluating the communications. As predicted, group mem bers reported putting less effort into the assessment than indi viduals, and this diffusion of effort followed an inverse power function. In addition, individuals evaluated the communications more favorably than persons who thought they shared the evalu ation responsibility.
The effects of salience and time upon both positive and negative interpersonal attitudes under conditions of social isolation were investigated. It was predicted that polarization of attitudes would be facilitated by increased salience and time. One hundred twenty Ss interacted with either an insulting or complimenting confederate. Working in isolation, Ss next performed tasks designed to engender high or low salience of the confederate for either 10 seconds, 1 minute, or 4 minutes. Dependent measures reflected affective and cognitive components of attitudes toward the confederate. The results strongly supported the hypothesis that salience positively affects polarization of attitudes in isolation. The effects of time were not as predicted.
This investigation synthesized research from several related areas to produce a model of resistance to persuasion based upon variables not considered by earlier congruity and inoculation models. Support was found for the prediction that the kind of critical response set induced and the target of the criticism are mediators of resistance to persuasion. The more critical acts are focused on arguments presented in a persuasive message, the more likely that the critical act will not be distracting and therefore promote counterarguing which will lead people to be resistant to subsequent persuasive messages arguing on the same side of given attitudinal issue. When criticism is less central to message variables and focuses on speaker and/or delivery characteristics, distraction occurs which decreases the probability of counterarguing and induces people to be vulnerable to forthcoming persuasive messages. This is especially true when negative criticism of speaker characteristics reduces threat to present attitudes and reduces motivation to counterargue to protect privately held beliefs. A completely counterbalanced design employing several manipulation checks was created to rule out competing explanations for differential resistance to persuasion.
Sex differences in influenceability have emerged in the past when discrepant advocacies w ere accompanied by greater expertise in the subject matter by men or Women. Similarly we found that when men and women were asked if they agreed with another person's inaccurate (attitude-discrepant) evaluation, resistance was greater when prior knowledge was high. However, men agreed less than women, regardless of prior knowledge, when the other person's evaluation Was a(curate (attitude-congruent). These results suggest that for attitude-congruent advocacies, gender role influences socially' acceptable levels of agreeableness. Agreement with attitude-discrepant advocacies, however, appears to be more content-based.
College undergraduates were either warned or not warned of the persuasive intent of a communication which was either of direct or only indirect personal relevance to them. Consistent with the hypothesis based on reactance theory (Brehm, 1966), the inhibiting effect of the forewarning (i.e., reduced persuasion, increased counterargumentation, and reduced favorable thoughts) was greater under high than low involvement conditions.
Affective factors play an important role in the development and maintenance of preferences. The representation of affect can take a variety of forms, including motor responses and somatic reactions. This explains why cognitive methods of preference change that are directed at only one form of representation have seldom been effective.
Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion.