Evaluation of ELM

Question 1

Who provides research support for ELM?

Answer 1

Agostinella and Grube

Haugtvedt

Question 2

What did Agostinella and Grube find?

Answer 2

Most successful anti drinking campaigns in the USA have used celebrities

Question 3

Why does Agostinella and Grube support the theory?

Answer 3

Drinkers have little motivation and interest in not drinking. Shows that the peripheral cure, like celebrities, are more persuasive when audience have little motivation to think hard (use peripheral route)

Question 4

What did Haugtvedt find?

Answer 4

Attitudes of viewers with high NC were based on factual attribute of the product, like price
Viewers with low NC attitudes were more based on peripheral cues which surround the product, like catchy music

Question 5

What is a strength of ELM, particularly compared to the hovland and Yale model.

Answer 5

Can explain individual differences much better, why some people are more persuaded by certain ads. Takes into account many factors like motivation, need for cognition, tiredness

Question 6

Final strength of ELM

Answer 6

Practical applications. Advertisers can use it to make adverts more persuasive.