TY - JOUR
T1 - The elaboration likelihood model
T2 - Review, critique and research agenda
AU - Kitchen, Philip J.
AU - Kerr, Gayle
AU - Schultz, Don E.
AU - McColl, Rod
AU - Pals, Heather
N1 - Publisher Copyright:
© Emerald Group Publishing Limited.
PY - 2014
Y1 - 2014
N2 - Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. Design/methodology/approach - The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. Findings - This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. Research limitations/implications - This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. Practical implications - It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. Originality/value - While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.
AB - Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. Design/methodology/approach - The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. Findings - This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. Research limitations/implications - This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. Practical implications - It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. Originality/value - While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.
KW - Advertising theory
KW - Communications context
KW - Elaboration likelihood
KW - Multi-channel processing
KW - Persuasion
UR - http://www.scopus.com/inward/record.url?scp=84928160379&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84928160379&partnerID=8YFLogxK
U2 - 10.1108/EJM-12-2011-0776
DO - 10.1108/EJM-12-2011-0776
M3 - Article
AN - SCOPUS:84928160379
SN - 0309-0566
VL - 48
SP - 2033
EP - 2050
JO - European Journal of Marketing
JF - European Journal of Marketing
IS - 11-12
ER -