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LaMarre, Heather L. "Political Entertainment Media and the Elaboration Likelihood Model: A Focus on the Roles of Motivation and Ability." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1247862649.
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Arora, Renuka. "Evaluating User’s Perceived Credibility of Health Information on Facebook (A Social Networking Website) – based on Elaboration Likelihood Model." University of Cincinnati / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ucin153563542047758.
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Kaplan, Jillian. "The Use of the Elaboration Likelihood Model and Attitude Change in Personality Disorder Patients." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/scripps_theses/1131.
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Previous research has studied the relationship between the use of the Elaboration Likelihood Model (ELM) and various personality traits when individuals are presented with persuasive information. This study aims to examine attitude change toward treatment in personality disorder (PD) patients using the ELM. It is predicted that patients of BPD, SPD, and OCPD will be more likely to use the central route of processing, while patients of NPD will be more likely to use the peripheral route of processing when evaluating persuasive information due the personality traits characteristic of the respective disorders. Selected patients of the four PDs of interest will be randomly assigned to read a positive persuasive appeal containing information more likely to be persuasive to an individual using the central route of processing or, conversely, the peripheral route of persuasion. Differences in treatment attitudes before and after reading each appeal will be compared in a 2x4 Factorial ANOVA design. Understanding individual differences in information processing and attitude change toward treatment depending on personality disorder could potentially allow for mental health professionals to consider these tendencies when encouraging treatment for individual personality disorder patients.
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Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.
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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Campourcy, Jean-François. "Engagement et traitement de l’information dans le paradigme de la communication engageante : Apports du modèle ELM." Thesis, Aix-Marseille, 2014. http://www.theses.fr/2014AIXM8000/document.
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La communication engageante effectue un pont conceptuel entre la persuasion et l’engagement. Dans le cadre de cette thèse, nous avons cherché à déterminer les processus sous jacents à l’efficacité de la communication engageante par le biais du modèle de la probabilité d’élaboration. D’après nous, l’engagement, l’implication personnelle ainsi que la confiance en ses pensées jouent un rôle crucial dans ce paradigme. Nous nous attendions à ce que 1/ l’engagement en condition d’implication forte produise un traitement périphérique de l’information 2/ l’engagement en condition d’implication faible produise un traitement central de l’information. Nos résultats montrent que le traitement de l’information peut être influencé par l’engagement et le niveau d’implication. En condition d’implication forte l’engagement inhibe le traitement de l’information là où il le favorise lorsque l’implication est faible. Ces résultats, reproduits lors de quatre expériences, sont obtenus sur l’attitude, l’intention comportementale, ainsi que sur la valence des réponses cognitives. Notre dernière expérience reproduit le même pattern de résultats sur l’attitude implicite. L’engagement produit une hausse de l’implication et de la confiance en ses pensées lorsque l’implication est faibleBinding communication makes a conceptual bridge between persuasion and commitment. As part of this thesis, we sought to determine the processes underlying the effectiveness of binding communication through the elaboration likelihood model of persuasion. In our opinion, commitment, personal involvement and thoughts confidence play a critical role in this paradigm. We expected that 1 / commitment in high involvment condition would produce peripheral information processing 2 / commitment in low involvment condition produces a central processing of information. Our results show that information processing can be influenced by commitment and level of involvement. In strong involvment condition, commitment inhibits information processing wherever it favors it when implication is low. These results, reproduced in four experiments, are obtained on attitude, behavioral intention, as well as on the valence of cognitive responses. Our last experiment reproduces the same pattern of results on implicit attitude. Commitment produces increased involvement and improve confidence in one's thoughts when involvement is weak
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Tabassum, Sinin, and Md Soud Al Fahad. "Impact of product involvement and consumer expertise on online consumer review for consumer purchase intention." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42327.
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Purpose: To investigate the effects of online reviews on consumer purchase intention considering the moderating role of product involvement and consumer expertise. Methodology: To reach our goal in this paper, we conduct a descriptive study in a deductive way. This is quantitative research in which the relationship between online reviews and consumer buying behavior will be tested. The research strategy of the study is an online survey. The sample size is 200 respondents considering confidence level 95% and confidence interval 7. Data editor IBM SPSS is used to performing the data analysis. Findings: High-low product involvement and high-low consumer expertise have an impact on the factor of online review (quality, quantity, and credibility) significantly and it affects the purchase intention of the consumer. The study created a conceptual model, which is adapted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but the quantity of review on the intention to purchase did not differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of the review did not differ on the purchase of intention under low involvement and low expertise situation. Research implications: This study applies the ELM model to measure the cognitive factor (review factor) and motivation factor (involvement and expertise) together. This study shows consumers with different levels of involvement and expertise prefer different levels of online review factors. The marketer could classify online review information into different category lines like the attribute-based review, benefit-based review, etc. and based on the analysis, the marketer can make a different plan for a different level of consumer (expert and involved consumer). Keywords: Quality, quantity, and credibility of review, Product involvement, consumer expertise, elaboration likelihood model (ELM Model).
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Shawkat, Jana, and Nathalie Friskytt. "Crowdfunding som investeringsalternativ : En investeringsanalys om potentiella investerares beslutsfattande inom equity- och debt baserad crowdfunding." Thesis, Södertörns högskola, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35518.
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Studien syftar till att analysera equity- och debt baserad crowdfunding i förhållande till studiens primära teori om elaboration likelihood model (ELM) och hur dess variabler påverkar potentiella investerares investeringsbedömningar. Informationsasymmetri och behavioral finance har inkluderats i studien som två kompletterande delteorier. För att undersöka detta har studien avgränsats till potentiella investerare som geografiskt är bosatta i Stockholms län. Undersökningen har genomförts med hjälp av semistrukturerade intervjuer där totalt elva potentiella investerare har intervjuats. Respondenterna har baserats på ett snöbollsurval. Intervjuerna har skett genom att respondenterna tagit del av fyra scenarion som innehåller variabler kopplade till teorin om ELM. Studiens resultat påvisar att potentiella investerare bedömer samt väljer investeringsprojekt utifrån den centrala vägen i ELM teorin, som karaktäriseras av projektets kvalitet vilken är motsatsen till den perifera vägen som istället belyser elektronisk word of mouth (WoM).The study aims to investigate how equity- and debt based crowdfunding in relation to the study’s primary theory of elaboration likelihood model (ELM) and its variables effect on potential investors’ investment decision. Information asymmetry and behavioral finance has also been included in the study as two complementary theories. To investigate this, the study has been delimited to potential investors who are geographically resident in Stockholm County. The survey has been conducted using semi-structured interviews, where a total of eleven potential investors have been interviewed based on a chain sampling. The potential investors have been presented four scenarios that contain variables linked to the theory of ELM. The study's findings show that potential investors assess and choose investment projects based on the central path of ELM theory, characterized by the quality of the project and opposite to the peripheral road that instead illuminates the electronic word of mouth (WoM).
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Vennberg, Karin. "Attracting Digital Native Students Through Digital Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70366.
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As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. Marketers must adapt their efforts to recruiting young people even before they attend college as this focused cohort tend to make career plans early. As today’s teenagers have been using digital media constantly since they grew up, they are frequently called digital natives. They perceive social networking sites, where they can communicate with friends and exchange information with people all over the world, as essential parts of their lives. This makes social networks great promotional tools, as digital natives share experiences and opinions about products and services online, creating a kind of electronic word-of-mouth, which is characterized as the future of social media marketing communications. To investigate in what ways digital natives’ absorb online marketing, the purpose of this research is to provide a better understanding of how technical high schools can address digital marketing activities to attract more students. The thesis was compiled after inquiries from the Swedish nationwide senior high school Teknikcollege, and it is conducted as a quantitative explanatory study, where primary data was collected through an online questionnaire distributed among junior high school students in Luleå and Överkalix. A total of 239 answers were collected and 182 answers were analyzed using statistical techniques. The results suggested that senior high schools should focus their online marketing efforts on visual social media channels, and that people based trust is the most important factor when using the peripheral route to persuade digital natives.
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Paula, Arbouw. "Corporate brand coherency : examining the effects of the advertising congruence antecedent on consumer attitudes." Thesis, University of Canterbury. Marketing, management and entrepreneurship, 2014. http://hdl.handle.net/10092/9697.
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The overall aim of this thesis is to investigate the effects of coherence in the corporate branding process. Specifically, this thesis defines and develops the concept of corporate brand coherency (CBC) using four antecedents and four dimensions, and investigates the effects of incongruence based on the advertising antecedent by manipulating ad-brand congruence. Using the Elaboration Likelihood Model (ELM), the research tests whether two-sided messages aid the resolution of incongruence following central route processing and whether greater number of arguments could act as a peripheral cue. Accordingly, a conceptual model was developed to test the effects of ad-brand congruence, message sidedness and argument quantity on corporate credibility, attention and elaboration, attitude towards the ad and attitude towards the corporate brand.
To empirically test this model an online experiment (using a 3x2x2 between-subjects factorial design) was conducted, where subjects were exposed to a modified print advertisement for a grocery store. A total of 528 responses were collected from New Zealand Internet users. Two- and three-way ANCOVAs as well as path analysis was used to analyse the hypothesised relationships.
The results indicate support for CBC, as it was found that congruence led to positive evaluations and higher corporate credibility. Two-sided messages were not found to be effective in reducing the negative effect of incongruence. Instead, two-sided messages led to less favourable evaluations of incongruence. Regardless of the incongruence, the results show that two-sided messages did not lead to positive evaluations, while an increased number of arguments did lead to more favourable attitudes. Overall, the findings show the ELM is not applicable to explain consumers’ responses to incongruence, as incongruence was not found to affect message processing. Additionally, there was no support that message sidedness and argument quantity, respectively, acted as central and peripheral cues. Furthermore, findings indicate that incongruity in advertising can lead to positive evaluations when consumers have a negative prior brand attitude. The theoretical and managerial implications as well as directions for future research based on these findings are discussed.
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Urbonaitė, Indrė. "Šalutinių priemonių stiprinimo modelis VDU įtikinimo komunikacijoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110506_152334-42373.
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Baigiamojo darbo tikslas – sukurti šalutinių priemonių stiprinimo modelį VDU įtikinimo komunikacijos procese. Darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, tyrimo rezultatų analizė ir projektinio modelio sukūrimas. Teorinėje darbo dalyje analizuojama įtikinimo komunikacija, įsigilinimo tikimybės modelis, šalutinės priemonės komunikacijoje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, gauti atlikus apklausą, siekiant nustatyti šalutinių priemonių – aukštųjų mokyklų logotipų ir šaltinių patikimumo (informacijos apie aukštąsias mokyklas pateikimo atžvilgiu) – lygį. Projektinėje darbo dalyje sukurti šalutinių priemonių stiprinimo modeliai VDU įtikinėjimo komunikacijoje.The aim of this final work is to create a model of peripheral cues strengthen in VMU persuasive communication process. The paper consists of three main parts: theoretical analysis, analysis of survey and developing a model. The theoretical part analyzes the persuasive communication, Elaboration Likelihood Model (ELM), peripheral cues in communication. The analytical part of work provides an analysis of results of the study carried out of survey. The main aim of survey was to rate the level of peripheral cues (logos of high schools and source credibility). Design work develops models of peripheral cues strengthen in VMU persuasive communication process.
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John, Kevin Kimball. "Adolescent Interest in Alcohol Responsibility Messages: The Message Matters." Diss., CLICK HERE for online access, 2009. http://contentdm.lib.byu.edu/ETD/image/etd3204.pdf.
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Song, Indeok. "Interactivity and political attitude formation the elaboration likelihood model of interactive media (ELMIM) /." [Bloomington, Ind.] : Indiana University, 2008. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3337260.
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Thesis (Ph.D.)--Indiana University, Dept. of Telecommunications, 2008.Title from PDF t.p. (viewed on Jul 28, 2009). Source: Dissertation Abstracts International, Volume: 69-12, Section: A, page: 4555. Adviser: Erik P. Bucy.
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Singh, Ajatshatru. "From the periphery to the center an emotional perspective of the Elaboration Likelihood Model /." [Gainesville, Fla.] : University of Florida, 2003. http://purl.fcla.edu/fcla/etd/UFE0000791.
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McMichael, Stacey. "Knowledge Can Both Increase and Decrease Persuasion: An Analysis within the Elaboration Likelihood Model." The Ohio State University, 1992. http://rave.ohiolink.edu/etdc/view?acc_num=osu1392915972.
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Sandoval, Agnes. "Uppfattar vi samma budskap olika beroende på vilken yrkesgrupp avsändaren tillhör?" Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9351.
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Forskning visar att budskap uppfattas olika beroende på perifera egenskaper. Syftet var att undersöka om man uppfattar personer från olika yrkesgrupper olika kopplade till samma budskap. En enkät inleddes med ett citat från en tidningsartikel. Deltagarna (N = 84) bedömde personen bakom uttalandet i fråga om grad av främlingsfientlighet respektive omsorg; i hälften angavs att en åklagare uttalat sig, i andra hälften en familjepedagog. Resultatet visade att det fanns en tendens till huvudeffekt att åklagaren skattades som fientligare än familjepedagogen samt en tendens att de med annan etnicitet skattade budskapet mer fientligt än etniskt svenska. Studien stödjer delvis antagandet att yrkesgrupp har betydelse för hur budskap uppfattas.
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Illi, Peter. "Påverkan av auktoritet : Berömmelse ingen faktor som övertygar." Thesis, Mälardalens högskola, Akademin för hälsa, vård och välfärd, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-18658.
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Ikoniska auktoriteter är personer som tillskrivs sådan betydelse att de kommit att symbolisera delar eller aspekter av samhällslivet eller epoker i historien och som kan sägas ha haft ett betydande inflytande på samhället och kulturen. I studien undersöktesom ikoniska auktoriter påverkar oss mer eller annorlunda än andra källor. I ett experiment fick högskolestudenter uppdelade i fyra grupper läsa en text under hög elaboration om en psykologisk teori där variablerna ikonisk auktoritet och personligrelevans manipulerades. Deltagarna ombads sedan skatta vilken trovärdighet de ansåg att teorin hade. Studien ställde upp två hypoteser: att hög ikonisk aukto-ritet skulle öka den skattade trovärdigheten och personlig relevans minska den. Resultatet gav inte stöd åt någon av hypoteserna men en interaktionseffekt visade att texten vid låg personlig relevans uppfattades som mer trovärdig av de deltagare som exponerades för låg ikonisk auktoritet än de deltagare som exponerades för hög ikonisk auktoritet. Det föreslås att interaktionen beror på en backlash-effekt.
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Anghel, Christine. "The Effect of Celebrity Endorsements on Gift-Giving Purchases: An Application of the Elaboration Likelihood Model." [Tampa, Fla] : University of South Florida, 2009. http://purl.fcla.edu/usf/dc/et/SFE0002979.
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Samater, Miski, and Ilham Ali. "Influencers Retorik : Hur influencers argumenterar på sociala medier." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26549.
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Syfte: Syftet med studien är att kartlägga hur influencers argumenterar för samhällsviktiga frågor, personliga frågor samt för produkter/varumärken de marknadsför på sociala medier. Den retoriska modellen, och de teoretiska modellerna parasociala relationer och Elaboration Likelihood Model (ELM) ska tillämpas för att identifiera om retoriska argumenteringar har betydelse i skapandet av relationer. Studien syftar också till att få en förståelse till varför följare lyssnar på influencers köpråd/rekommendationer. Metod: Studien använder sig av en kvalitativ metod i form av en innehållsanalys och fokusgruppsintervjuer. Resultat: Utifrån innehållsanalysen framgår det att de retoriska argumenten ethos, pathos, och logos är ofta förekommande i influencers argumentering genom sociala medier. Mest förekommande var argumentet pathos som bestod av minst 50 % av inläggen för betalt samarbete. Fokusgrupperna visar att den yngre generationen är mer motiverade att följa och agera efter influencers rekommendationer än den äldre generationen. Slutsats: Studien visar att influencers använder sig frekvent av retoriska argumenteringar för att framföra ett meddelande på sociala medier. Inläggen som influencers producerar möjliggör skapandet av parasociala relationer som i sin tur leder till köpintentioner. De retoriska argumenteringar influencers använder sig av leder även till att följare exempelvis vill agera efter deras rekommendationer/köpråd. Det är även genom retoriska argumenteringar som influencers skapar parasociala relationer till deras följare. Studien tyder även på att det finns skillnader mellan den yngre och äldre generationen, där de yngre har lättare att ingå i parasociala relationer med influencers.Purpose: The purpose of the study is to map how influencers argue for socially important issues, personal issues and for products / brands they market on social media. The rhetorical models, and the theoretical models parasocial relations and the Elaboration Likelihood Model (ELM) will be applied to identify whether rhetorical arguments are important in the creation of relations. The study also aims to gain an understanding of why followers listen to influencers' recommendations. Method: The study uses a qualitative method in the form of a content analysis and focus group interviews. Findings: Based on the content analysis, it appears that the rhetorical arguments ethos, pathos, and logos are often used in influencers' arguments through social media. The most common argument was pathos, which consisted of at least 50% of the posts for paid collaborations. The focus groups show that the younger generation is more motivated to follow and act on influencers' recommendations than the older generation. Conclusion: The study shows that influencers frequently use rhetorical arguments to convey a message on social media.The posts that influencers produce enable the creation of parasocial relationships which in turn leads to purchase intentions. The rhetorical arguments influencers use also lead to followers, wanting to act on their recommendations / buying advice. It is also through rhetorical arguments that influencers create parasocial relationships with their followers. The study also indicates that there are differences between the younger and the older generation, where the younger ones find it easier to enter into parasocial relationships with influencers.(This thesis is written in Swedish)
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Lu, Sirui. "Differences in Perceptions of News and Source Credibility Based on Reporter Accent: An Elaboration Likelihood Model Perspective." Ohio University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1430989460.
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Lu, Xuerong. "The Impact of Audience Disposition on Pro-GMO Advertisement Effectiveness: An Application of the Elaboration Likelihood Model." The Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1461341567.
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Foran, Amie. "The persuasiveness of safe-sex advertisements as predicted by the Elaboration Likelihood Model, individual differences & advertising themes /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09ARPS/09arpsf692.pdf.
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Armstrong, Ketra Lekita. "Variables that influence African-Americans' processing of persuasive communications via the elaboration likelihood model: implications for sport marketing." The Ohio State University, 1996. http://rave.ohiolink.edu/etdc/view?acc_num=osu1371733515.
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Armstrong, Ketra L. "Variables that influence African-Americans' processing of persuasive communications via the elaboration likelihood model : implications for sport marketing /." The Ohio State University, 1996. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487931993467039.
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Muddiman, Ashley. "Harry Potter and the Public Relations Phenomenon." Miami University Honors Theses / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1176155079.
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Park, Meung-Guk. "Effective public service advertisements for Special Olympics organizations to attract prospective volunteers an elaboration likelihood perspective /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124232943.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xv, 170 p.; also includes graphics. Includes bibliographical references (p. 128-146). Available online via OhioLINK's ETD Center
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Glade, William Daniel. "Way-Finding: A New Approach to Studying Digital Communications." BYU ScholarsArchive, 2019. https://scholarsarchive.byu.edu/etd/8554.
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This work further develops the way-finding model first proposed by Pearson and Kosicki (2017) which examines the flow of information in the digital age. Way-finding systems are online systems that help individuals find information—i.e. social media, search engines, email, etc. Using a grounded theory methodology, this new framework was explored in greater detail. Way-finding theory was created using the context of the elaboration likelihood model, gatekeeping theory, algorithmic gatekeepers, and the existence of the filter bubble phenomenon. This study establishes the three basic pillars of way-finding theory: the user’s mindset when accessing way-finding systems, the perception of how popular way-finding systems function, and the perception of the information personalization process—particularly regarding algorithmic gatekeepers and their roles in creating the filter bubble phenomenon. These pillars and the relationships that exist between each constitute way-finding theory.
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DeHaven, Brett Marie. "Principles of Persuasion for Nonprofit Fundraisers." University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1289836279.
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Cohen, Elizabeth L. "Exploring Subtext Processing in Narrative Persuasion: The Role of Eudaimonic Entertainment Use Motivation and a Supplemental Conclusion Scene." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/communication_diss/35.
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This study sought to expand current narrative persuasion models by examining the role of subtext processing. The extended elaboration likelihood model suggests that transportation leads to persuasion by reducing counterarguments to stories’ persuasive subtexts. The model implicitly argues that transportation should reduce total subtext processing, including counterarguments and intended elaboration. But this study reasoned that people with stronger eudaimonic motivation to have meaningful entertainment experiences, would put more effort into processing stories’ subtexts while engaging with the narrative. Because less eudaimonically motivated individuals may be at risk for missing the subtext, it was also expected that adding a supplemental conclusion scene that reiterates the intended message would facilitate persuasion.Following a pre-test survey, 201 undergraduate students were randomly assigned to view an episode of the crime drama Numb3rs: one of two versions of “Harvest,” designed to promote organ donation (with or without a conclusion scene), or a control episode. After viewing, participants completed a thought-listing task and second survey. Results show that “Harvest” did not result in persuasive outcomes related to organ donation. Transportation was a marginally significant positive predictor of total subtext processing. Contrary to predictions, eudaimonic motivation negatively predicted amount of total subtext processing.Eudaimonic motivation also negatively (but marginally) predicted doctor mistrust, but this effect was moderated by conclusion condition: eudaimonic motivation was negatively associated with doctor mistrust only in the no conclusion condition. Eudaimonic motivation was also negatively (but marginally) associated with intended elaboration. Further examination showed that, compared to people with low eudaimonic motivation, those with high eudaimonic motivation were less likely to engage in intended elaboration, but only in the no conclusion condition. This pattern of findings provides indirect evidence that intended elaboration was responsible for decreasing doctor mistrust among people with high eudaimonic motivation who saw the conclusion. But surprisingly, intended elaboration was not directly related to any persuasive outcomes.The findings tentatively suggest that transportation and subtext processing can coexist and that eudaimonic motivation can affect the extent to which viewers engage in subtext processing during narrative engagement. The results also indicate that supplemental conclusions may be useful tools for narrative persuasion.
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Barber, Jessica. "Swaying the masses: The effect of argument strength and linguistic abstractness on attitudes." VCU Scholars Compass, 2009. http://scholarscompass.vcu.edu/etd/1828.
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Two studies were conducted to investigate how the use of different types of language affects attitudes. Participants scrutinized arguments supporting a hypothetical toothpaste that differed in terms of argument strength (strong versus weak) and linguistic abstractness (abstract versus concrete) and subsequently evaluated the toothpaste. In addition, half of the participants in the second study were subjected to a cognitive load manipulation (i.e., rehearsing a ten-digit number) in order to limit their level of cognitive elaboration. Results indicated that strong arguments and those containing concrete descriptions led to more positive attitudes about the toothpaste, whereas weak messages comprised of abstract terms gave rise to the least favorable evaluations. These findings represent the first demonstration of the effect of language type on attitudes and suggest that future research into the functions of differential linguistic abstractness in a persuasive context will broaden our understanding of attitude change.
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Grafström, Johan, Linnéa Jakobsson, and Philip Wiede. "The Impact of Influencer Marketing on Consumers' Attitudes." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39876.
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Background Influencer marketing has evolved from traditional marketing strategies such as print ads, celebrity endorsement, and digital marketing. Influencer marketing is in comparison to the previously used strategies a new phenomenon that had its major increase during 2016. An influencer is regarded as a person who has built up a lot of followers on a social media platform such as Instagram, and companies are today widely using these people as a marketing tool to reach out to their target audience in an effective way. Because of this increase in popularity and usage, the authors have investigated how millennial attitudes are affected by these promotional messages, as they are an influential group present online. This to get a better understanding of what is needed to be taken into consideration before starting a collaboration between a business and an influencer. After its rise in 2016, a new marketing regulation was introduced to make consumers aware of the content on social media that is regarded as paid partnership, which has changed how people perceive influencer marketing. Purpose The purpose of this thesis is to investigate; what reasons affect Swedish millennials’ attitudes by influencer marketing on Instagram and blogs. Method To meet the purpose of the thesis, focus groups were conducted with participants from Jönköping University, belonging to the millennial generation. The data collected was analyzed using categorical indexing, to identify patterns and repeating topics that became apparent during transcription. This research used a deductive approach as it explores and adds on existing literature and an abductive approach during analysis. Conclusion The overall findings of this research indicate that millennials attitudes are affected by influencer marketing due to several reasons such as the alignment of promotions presented by an influencer, the degree of credibility and trustworthiness of the messages, as well as, an influencer’s change in style.
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Miles, Stephanie Anne. "A dual-process approach to stigma reduction using online, user-generated narratives in social media messages." Diss., University of Iowa, 2016. https://ir.uiowa.edu/etd/2122.
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Mental illness is a widespread public health concern. Stigma is a known barrier to recovery, and individuals often avoid seeking treatment because of it. The purpose of my research was to understand how individuals process peer-created, mental illness messages on social media, and to what extent these messages reduce stigma. I conducted two experiments based on the Elaboration Likelihood Model (ELM) to examine attitudes related to negative beliefs about mental illness and preferred social distance from mentally ill individuals.
Argument quality and amount of elaboration influenced empathetic responses to a message. Empathy was directly associated with a decrease in stigmatized beliefs about mental illness. Individuals who perceived that the message sharer was a close, trusted friend were more likely to indicate that the original message creator was more credible. Original message creators who disclosed having a mental illness were also perceived as more credible than creators who did not disclose having a mental illness. In addition, participants who perceived that the message sharer positively endorsed the message had less stigmatized beliefs about mental illness than participants who perceived negative endorsements.
Results of this project suggest that traditional ELM variables, such as elaboration and argument quality, influence the processing and outcomes of viewing social media messages about mental illness. Several new media characteristics, such as who shares the message online and comments they attach to the message, also influence how users think about the message and influence processing outcomes.
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Ivory, Adrienne Holz. "Sexual Orientation: A Peripheral Cue in Advertising?" Thesis, Virginia Tech, 2007. http://hdl.handle.net/10919/32151.
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Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewersâ responses using the elaboration-likelihood model as a guiding framework. A 3x2x2x3 experiment tested the effects of model couplesâ sexual orientation (heterosexual, gay male, or lesbian), argument strength (strong or weak), involvement (high or low), and participantsâ attitudes towards homosexuality (high, medium, or low) on White heterosexual participantsâ attitudes toward the couple, attitudes toward the advertisement, attitudes toward the brand, attitudes toward the product, purchase intentions, and recall.
Results indicate that heterosexual consumers were accepting of ads with lesbian portrayals. Participants showed more negative attitudes toward gay male portrayals, but attitudes towards heterosexual and lesbian ads were similar. This effect was moderated by participantsâ attitudes toward homosexuals. Regarding message processing, low involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, providing some indication that modelsâ sexual orientation in ads may have served as a peripheral cue negatively impacting attitudes toward the couple and ad in situations where elaboration is low. However, such effects on attitudes toward couples and ads did not appear to carry over to attitudes toward the brand and product, purchase intentions, or recall. Implications, limitations, and areas for future research are also discussed.
Master of Arts
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Ludwig, Tobias. "Argumentieren beim Experimentieren in der Physik - Die Bedeutung personaler und situationaler Faktoren." Doctoral thesis, Humboldt-Universität zu Berlin, 2017. http://dx.doi.org/10.18452/18408.
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Argumentieren ist zentraler Bestandteil naturwissenschaftlicher Erkenntnisgewinnung. Dennoch gibt es bisher nur wenige Arbeiten, die untersuchen, wie Lernende auf der Grundlage selbstständig durchgeführter Experimente für bzw. gegen eine eigene Hypothese argumentieren. Vor diesem Hintergrund untersucht diese Arbeit, welchen Einfluss personale Faktoren (u. a. das Fachwissen und das situationale Interesse) und die Art der Lernumgebung (Realexperiment vs. Computersimulation) darauf nehmen, welche Typen von Argumenten verwendet werden. Ferner wird in dieser Arbeit untersucht, inwiefern die Verwendung dieser Argumentkategorien den Lernerfolg beeinflusst. Auf der Basis von Interviewdaten konnten zunächst für die vorgebrachten Argumente beim Wechseln bzw. Beibehalten eigener Hypothesen beim Experimentieren zehn Kategorien identifiziert werden (u. a. „Intuition“, „Expertenwissen“, „Messunsicherheiten“ sowie „Daten als Evidenz“). Zur quantitativen Erfassung wurde dann für die vier o. g. Argumentkategorien ein Likert-skaliertes Instrument entwickelt. Die aufgeführten Fragestellungen wurden schließlich in einer randomisierten Studie mit 938 Schülerinnen und Schülern untersucht. Bei der Untersuchung des Einflusses personaler Faktoren zeigt sich u. a., dass Lernende in einer Argumentation umso eher Daten als Evidenz heranziehen, je höher das fachliche Vorwissen ist. Die Verwendung dieser Argumentkategorie erhöht wiederum die Wahrscheinlichkeit dafür, dass Lernende nach dem Experimentieren eine fachlich adäquate Hypothese aufstellen. Dies impliziert, dass der Umgang mit experimentellen Daten und Beobachtungen im Physikunterricht stärker als bisher berücksichtigt werden muss, z. B. durch eine explizitere Förderung von Fähigkeiten zum Umgang mit experimentellen Daten. Bis auf einen gut erklärbaren Unterschied können grundlegende Unterschiede beim Experimentieren zwischen Gruppen, die mit einem Real- bzw. Computerexperiment gearbeitet haben, nicht belegt werden.Argumentation from data and evidence evaluation is widely seen as a scientific core practice. One approach to engage students in a meaningful argumentation practice is to provide lab work situations where they can construct hypotheses on the basis of their own prior knowledge and consequently evaluate these hypotheses in light of self-collected data. However, until recently, only little research has analyzed students' argumentation from data. Against this backdrop this research seeks to identify: a) the influences of personal factors (such as content knowledge and situational interest); b) the type of learning environment as a situational factor (real vs. virtual experiment) on the use of different categories of argument (such as Intuition, Appeal to Authority, Measurement Uncertainties (explicit) and Data as Evidence); c) the influence of argumentation on learning outcomes through experimentation in school labs. First, an interview-study was used to identify the different types of arguments used by students. Analyses focused on the nature of justification in argument and revealed ten different categories students use while arguing for or against hypotheses. As a next step, four out of ten categories were operationalized by means of a Likert-scaled instrument to assess the use of different types of argument in a valid and reliable manner. The findings from a randomized study among 938 secondary school students in a lab work setting indicate, among others, that content knowledge is positively related to the use of data as evidence. Again, the use of data as evidence increases the probability of stating a correct hypothesis after conducting the experiment. This implies that the ability to deal with data and measurement uncertainties should be better fostered in physics classes. Besides one explicable difference, no evidence was found, which supports the hypothesis that students' argumentation would differ while working with hands-on materials vs. computer simulations.
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Dicks, Emmerentia Gertruida. "A model of consumers' perceptions of food additives and consequent purchasing behaviour / Emmerentia Gertruida Dicks." Thesis, North-West University, 2007. http://hdl.handle.net/10394/1608.
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Hague, Anne L. "Evaluating Attitudes of Obesity and their Change Processes among Student Teachers and School Teachers on the World Wide Web Using the Elaboration Likelihood Model." Fogler Library, University of Maine, 2003. http://www.library.umaine.edu/theses/pdf/HagueAL2003.pdf.
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Gustafsson, Malin, and Lange Therese. "Kan föreställningen av att vara osårbar öka risken för att bli manipulerad?" Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-13051.
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Tidigare forskning har visat att individer tenderar se sig själva mindre sårbara än genomsnittet, vilket gör att man utsätter sig själv för ett stort risktagande. Syftet med studien var att undersöka om de individer som ser sig mindre sårbara än andra är de som påverkas av reklam och manipulation. I undersökningen deltog 183 studenter, 122 kvinnor och 61 män. Tre olika mätinstrument kombinerades i en enkät. En reklamannons med tillhörande frågor, utarbetad i samarbete med en reklambyrå, ett instrument som mätte en individs Need for Cognition samt ett tredje för att mäta hur sårbar personen såg sig i jämförelse med genomsnittet. Våra hypoteser fick inte stöd men vi lyckades påvisa att det förekom en illusion av osårbarhet och en tredjepersoneffekt bland deltagarna. Förhoppningen är att framtida forskning lyckas ta fram ett mer effektivt mätinstrument som kan visa att illusionen av osårbarhet kan öka en individs manipulationsrisk.
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Powell, Gwendolen Mair. "The role of individual differences and involvement on attitudes toward animal welfare." Thesis, Manhattan, Kan. : Kansas State University, 2010. http://hdl.handle.net/2097/4235.
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Wilcox, Shelby. "The Influence of Social Distance and Attitudes on Processing Health Messages about Electronic Cigarettes on Social Media." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1561759035574032.
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Wortman, Roger W. "Impact of Product Label Communication Congruency on Attitude Certainty and Purchase Intention for Food Allergy Stakeholders Under High and Low Levels of Elaboration." NSUWorks, 2016. http://nsuworks.nova.edu/hsbe_etd/125.
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Food allergies within the United States and Europe have become exceedingly prevalent in children, adolescents, and adults. In the United States alone, over 12 million people have been diagnosed with at least one food allergy. If the allergen is accidentally consumed, the food allergy sufferer may suffer a life-threatening condition known as anaphylaxis. More than 200 U.S. food allergic consumers die annually as a result of anaphylaxis due to ingestion of food allergens. To safely manage food allergies, food allergy sufferers and stakeholders (such as caregivers) require clear and complete ingredient information to avoid certain allergens in packaged food products. Despite U.S. legislative mandates designed to assist the food allergic consumers and stakeholders to make safe food selection choices, food allergy labeling on consumer packaged food products remains unclear. To properly manage food allergy, it is imperative that food allergy stakeholders have access to clear and unambiguous food allergen ingredients located on the food product labels. The purpose of this research was to capture the impact of current United States food allergen labeling guidelines on U.S. food allergy stakeholders. With the elaboration likelihood framework, this research aimed to better understand how the congruence of allergen ingredient information on the Product Label Claim on the front of the package and Nutrition Facts Panel information on the back of the package affected food allergic consumers and stakeholders in evaluation of product packaging allergen information. A total of 223 food allergy stakeholders were administered four surveys depicting food allergen labeling variations found on U.S. food product labels. Seventeen hypotheses were formulated and analyzed with ANCOVA and t tests to measure the impact of congruence and elaboration of the food allergen messages on the food product labels, with a specific focus on purchase intention. Findings indicated that food allergy stakeholders had difficulties using and understanding existing food allergen labels under current U.S. food allergen labeling guidelines. The results also showed confusion among U.S. food allergic stakeholders with safe food selection choices when the label claims did not align with the actual allergen ingredient information. Research, public policy, and managerial implications were thoroughly discussed.
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Batjargal, Narantsetseg, and 巴日. "The Application of Elaboration Likelihood Model (ELM) to Website Shopping—Take Mobile Phone as an Example." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/71572336883562933423.
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碩士中國文化大學
國際企業管理學系
103
This research aims to investigate the relationship between the Elaboration Likelihood Model (ELM) and consumer involvement under the situation of website shopping. The ELM of persuasion proposed by Petty and Cacioppo (1986) is a dual process theory indicating how attitudes form and change. Websites are essentially a type of information technology. Customers may choose their preferable products through shopping websites with the function of interactive communications and fulfill the transactions through the platform (Sun and Lin, 2009). However, the website should be designed as user friendly, such as necessary information provided and easy to us for customers. On the other hand, consumer involvement is an important part of marketing since it provides essential cues about what are the consumer’s interests, where does he/she search for product information, and how long will it take for the consumer to make a purchase, etc. Additionally, there are different types of involvement that influence different areas related to consumers’ purchase, such as product involvement, purchase decision involvement, advertising involvement, and consumption involvement. This research invites respondents to answer a full size of questionnaire with variables that have adequate dimensions based on literature review. Questionnaire survey with Seven-point Likert scale is conducted and factor analysis, reliability, correlation analysis, and regression analysis methods are applied with SPSS 22.0 software to conduct the empirical analysis. The result indicated the positive effects of ELM on consumer involvement.
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Chen, Chin-Ping, and 陳金平. "Analyzing the Influence of the Elaboration Likelihood Model（ELM） on the Advertisement Effect of Cosmetic Brands." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/nq5654.
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碩士輔仁大學
大眾傳播學研究所碩士在職專班
107
Advertising has always been a major lifeline for cosmetic brands, and this study seeks to increase its effectiveness. Using the elaboration likelihood model (ELM) as a theoretical basis, this study hypothesizes that when cosmetic brands produce advertisements for skin care products, rational and emotional appeals in such advertisements will have different effects on consumers with different levels of involvement with such products. This study focused on print advertisements for cosmetic and skin care products, and targeted women aged 16 to 55 in the Greater Taipei Area with questionnaires. The experiment accumulated in 219 viable samples from 246 answered questionnaires, of which there were 147 subjects with high levels of involvement with the subject and 72 with low levels of involvement. Using rational and emotional appeal as the variable factor, quantitative analysis was conducted through SPSS version 24.0 with the following methodologies: Narrative statistical analysis, cluster analysis, Pearson chi-square verification, and independent sample t-test, etc. Depending on their level of involvement, consumers respond to advertisements through the central or peripheral route of the ELM, indicating no significant impact on the advertising effect (including communication effect, sales effect). This study concludes that using the ELM as a theoretical framework is not completely appropriate for advertising skin care products, especially in terms of sales effects. In practical terms, the best way to increase sales effects is to strengthen a brand's rational appeal, regardless of whether it's targeting high- or low-involvement consumers. To consolidate an existing consumer base, strengthening rational appeal emphasizes information on a product's function, utility, and use through mediums such as membership publications, VIP direct marketing, product brochures, etc. For low-involvement consumers, emotional appeal can be strengthened to improve brand recognition, introduce new products, and open new consumer demographics via promotional materials, billboards, and sales counter promotional items.
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WU, MIN-RONG, and 吳旻融. "A Study on the Impact of Advertisement towards Consumer’s Attitude by Elaboration Likelihood Model (ELM): A Case Study on Domino Pizza." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/rb434r.
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碩士南華大學
旅遊管理學系旅遊管理碩士班
107
This study mainly investigates theimpact of Domino Pizza’s advertisement of health-oriented and low-price promotion towards consumer’s attitude by using Elaboration Likelihood Model (ELM). Through the issuance and collection of questionnaires, and through narrative statistics and t-test analysis, we can understand the differences in consumer’s advertising attitude between different demographic variables and involvement. The questionnaire was based on the Likert five-point scale, and a total of 399 valid questionnaires were collected. The study found that male consumers have a higher level of involvement in pizza products. From the point of age, the main consumer group is between 20-24 years old. In terms of the different places of residence, consumers in Yunlin have higher involvement in pizza than consumers in other counties and cities. However, consumers with high involvement are more likely to emphasize the low-cost promotion advertisement than to emphasize the health-oriented advertisement, which is different from the literature reviews. This study concludes that this result is related to the age of consumers. In addition, this study investigated the advertising preferences of Domino's Pizza consumers with a Chi-square test. The results show that although they have launched advertisements that emphasize health to promote consumers with central path thinking characteristics to buy pizza, but the effectiveness is not good. Consumers prefer to choose the advertisement of low-cost promotion than health-oriented advertisement no matter what gender, age and place of residence.
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Tolken, Reinhard. "An explorative study of consumers' attitudes towards generic medications." Diss., 2012. http://hdl.handle.net/2263/29257.
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Objective: To explore consumer attitudes towards generic medication. Methods: A quantitative method was used in this explorative study to assess consumer attitudes towards generic medication. A survey design was utilized. A questionnaire was devised that comprised four sections which assessed attitudes towards generic medication. A Living Standards Measure (LSM) assessed socio-economic status. Convenience sampling resulted in the recruitment of 266 respondents. Statistical analysis of the data included non-parametric (Chi-square and correlation analysis) and parametric statistics (factor analysis, MANOVA and regression analysis). Results: More than half the respondents (54.8%) report preference for original medication over generic medication. A large percentage believes there is a place for generic medication (88.9%). The majority (95%) indicate they would purchase generic medication if it proves to be just as effective as the original product. More respondents (91.2%) trust physician over pharmacist recommendations to purchase generics. More than half the respondents (57.9%) would purchase generic medication if recommended by friends but they trust their family members more (68.6%). The findings indicate that respondents generally hold favourable attitudes towards the efficacy of generic medication despite the fact that slightly more than half prefer original medication. Respondents indicate that pricing and branding influence their attitudes towards generic medication. Chi-square analyses indicated that more men would choose original medication and more women would choose generic medication. Age differences revealed that the older consumer is more likely to choose generic medication. White respondents indicated a preference for generic medication, while Black respondents indicated that they prefer original medication. Middle-class (LSM 5-8) and middle-upper class (LSM 9) respondents prefer generic medication, while upper class (LSM 10) respondents prefer original medication. The correlation analysis found no significant relationship between medical aid status and original or generic medication choice. A principle component factor analysis produced nine factors based on the items in the questionnaire, with only eight factors being subjected to further testing. These eight factors were subjected to a MANOVA and tested against gender and race with no significant differences found between men and women and between Black and White respondents. These eight factors were also subjected to further testing by means of regression analysis where it was found that three of the eight factors were statistically significant. These three factors can be productively explored in future research. Implications: This explorative study focused on consumer attitudes towards generic medication, however, it was identified that the consumer valued their physician’s recommendation for type of medication. For future studies, it would be beneficial to explore medical personnel (physician and pharmacist) attitudes towards generic medication as these individuals play an important role in product choice. CopyrightDissertation (MA)--University of Pretoria, 2012.
Psychology
unrestricted
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CHEN, MENG-YANG, and 陳孟揚. "Adoption Intention in Smart Space：An Elaboration Likelihood Model." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/n2ttdz.
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碩士逢甲大學
企業管理學系
105
Due to progression of modern medication and technology, the average life span is extending, pursuing high-quality, healthy and long life growing to an old age is more desirable than ever. Then the aged society related issues have presented serious challenges to public policy as the elderly population in Taiwan increases rapidly. Many developed countries have used "Aging in Place" as the guiding principle for devising elderly care policy. In addition, accompany with the progress of ICT(Information Communication and Technology ,ICT), the ICT integrated for aging in place has been discussing broadly ,and smart space had also become the application of ICT equipment to support the elderly. However, previous research has focused on technology oriented and product development rather than user decision process. Therefore, the purpose of this study is to explore the factors that affect the decision-making in the process of adopting smart space in the face of personal, environment and technology. This study based on Elaboration-Likelihood Model(ELM) to compared two alternative influence processes, the central(Technology Readiness) and peripheral(Social Influence) routes, in motivating Smart Space acceptance. Further, this study examined how these influence process were moderated by users’ ICT user experience.This study collected 310 questionnaire from May 31,2017 to July 30,2017 by paper and internet, and analyze by Smart PLS 2.0 and SPSS. With the result of this study, central route supported that the positive attitude will promote the smart space adoption, but the peripheral route had no effect on smart space adoption. The moderation of ICT user experience had effect toward central and peripheral route. This research makes a comprehensive view which is based on the personal, technology and, environment. It provides a structure as the basis for the study that explores smart space adoption from user experience and decision process. Intellectual structure, a systematic way to search literature that provides an objective and efficient way to explore the literature. In terms of practice, to improve adoption of smart space can be emphasized in the user experience and technology readiness, and in the social influence must first consider the user's understanding of product attributes. The research topic is innovative and still at the stage of development. In this study, it is limited by regional, cultural and time, but it can provide a complete and effective contribution to the academic and practical aspects. In the future, we can refer to this study’s theoretical framework, methods for more profound discussion.
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Teng, Ya-Wen, and 鄧雅文. "The Implication Of Elaboration Likelihood Model On Children." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/58953826972258829665.
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Liao, Jhih-Syuan, and 廖芷萱. "Investigating Green Investment Intention Based on Elaboration Likelihood Model." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8krcz6.
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碩士國立交通大學
經營管理研究所
107
In recent years, green-related issues are flourishing. From promoting green consumption to green investment recently, “green” is no longer just a slogan, but has become one of the key factors that the public will put into consideration for their behavior. According to the Global Sustainable Investment Alliance (GSIA), sustainable investing assets in global markets had achieved $30.7 trillion in 2018, with a growth rate of 34%, compared with 2016, indicating that global investors are more regarding sustainable issues. In Taiwan, in addition to increasing attention to whether companies have fulfilled corporate social responsibility (CSR), green bonds and green fundraising cases as well have become emerging investment targets. However, the relevant researches for investors’ behavior is relatively lack of as more and more green investment products appear in the market. Thus, this research attempts to use the ELM, social and environmental incentives, financial incentives, and environmental beliefs to explain the key factors that may affect investors' intentions on green investment. This research used scenario-based questionnaires to investigate the investment intentions of working population in Taiwan on green fundraising products. The research discovered：(1) Attitude mediates the positive relationship between argument quality and investment intention. (2) Attitude mediates the positive relationship between source credibility and investment intention. (3) Financial incentives negatively moderates relationship between argument quality and attitude, such that the relationship is weaker when financial incentive is stronger. (4) Environmental belief negatively moderates relationship between source credibility and attitude, such that the relationship is weaker when environmental belief is stronger.
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Tien, Chih-Ping, and 田治平. "Spokes-Characters to Influence the Route of Elaboration Likelihood Model." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/jv6238.
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碩士國立中央大學
企業管理研究所
94
Spokes-characters can avoid the risk of real spokespersons. And there are many advantages in the internet promotion. Therefore the application of spokes-characters is more popular in commerce. Past researches usually probe into how the different kinds of spokespersons influencing consumer attitude by a single route. For example, influence consumer attitude by character trust mediate. This research attempts to draw into the elaboration route of Elaboration Likelihood Model. That is the central route and peripheral route. We discuss how to change the brand attitude of consumers by different kinds of spokes-characters. The author expects to be able to understand how the spokes-characters to influence consumers elaboration route. This study use 3 (category of spokes-characters: Expert, Relevance and Lovely) * 2 (products involvement: High and Low) the two factor experiments. And divide the sample into 6 groups. Use SEM and multi-group SEM to analyze. Our results show that the different category of spokes-characters will be partial to different route to influence attitude. Consumers can be influenced by expert characters to lean to central route to change attitude. Consumers can be influenced by lovely characters to lean to peripheral route to change attitude. Consumers can be influenced by relevance characters to change attitude through the central route, but the influence is small. When consumers face the high involvement product or their need for cognition is high, consumers attach importance to the products information. The expert character does not a truly product information so that consumers are not deceived by characters’ image but still regarded it as the peripheral cue. The influence of the central route will drops at this moment. However, it doesn’t have any change in lovely characters because consumers always regard it as the peripheral cue and the peripheral route exists. Facing the low involvement products or their need for cognition is low. Consumers will not consider the content of the advertisement carefully. For this reason they view the expert characters as the product information by mistake. The expert characters had been regarded as a central cue and influence of the central and peripheral route so it does not change at this moment. Male consumers deal with the process information in the central route more than female does. Female consumers are relatively inclined to process information in the peripheral route.
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Tan, Li Qin. "Raising support for potable recycled water with the elaboration likelihood model." Thesis, 2018. https://dspace.library.uvic.ca//handle/1828/9237.
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In spite of modern technological advancements that can convert wastewater into potable water, the acceptability of recycled water is generally low. This study examined strategies for increasing the public acceptability of recycled water. Based on the elaboration likelihood model, I hypothesized that issue relevance, argument quality, and delivery type would interact to produce differing levels of support for potable recycled water. Undergraduate students took part in a 2 (issue relevance: low, high) x 2 (argument quality: weak, strong) x 2 (delivery: textual, pictorial) online study relating to their opinion and support for the potential implementation of a potable recycled water system on campus. Issue relevance was manipulated by varying the completion date of implementing the system (low: five years; high: one year). Argument quality was manipulated by varying the complexity of the message presented (weak: point-form; strong: paragraph form). Delivery was manipulated by presenting water recycling processes in a textual or pictorial format. The hypotheses were not supported, although the means were in the predicted direction. Limitations and future directions are discussed.Graduate
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Li, Yi Shan, and 李伊珊. "The Influential Paths of Wellness Tourism Advertising under the Elaboration Likelihood Model." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/30538743705803184435.
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碩士長庚大學
企業管理研究所
97
With rapid growth of wellness tourism and consumers’ various need for tours, the conventional simple tourism fails to satisfy consumers. The tourism combining recreational tourism and medical wellness gets more and more prevalent. Due to the difference between travel motivations of different consumers, it is difficult for marketers to convey the product message. Since the advertisement has been a pivotal communication between the business and the consumer, this study designs the print advertisement for wellness tourism based on the Elaborate Likelihood Model (ELM). Considering the complex motivations of wellness tourism and the intangibility of travel products, this study views the advertising theme as a central route to figure out which advertising theme can have an impact on the purchase intention of wellness tourism. The advertising endorser which plays a crucial role in the process of message communication is an essential variable in the research of advertising effect. The advertising endorser is regarded as a peripheral route in this study. In order to measure the effect of advertising endorsers on the purchase intention of wellness tourism, the combination of expert and typical consumer is manipulated in the advertising message. The 3×2 factorial design was employed to examine the main effect and interactive effect of advertising theme and endorser on the purchase intention. To obtain precise outcomes with any moderating effect as possible as we can, four control variables were given in advance, including perceived health status, need for cognition, product knowledge, and product involvement. The females aged 25-50 were enrolled to be the subjects and distributed to different advertisement in this experiment. The final valid samples amounted to 231 out of 240. The results show that the advertising theme and endorser have a significantly positive effect on the purchase intention of wellness tourism, respectively. The best effect of advertising themes goes to “health preserving and cosmetology”; the second best is “health promotion”; “self-actualization” does not gain a prominent effect. Compared with the typical consumer, the expert endorser can elicit more purchase intention. In the aspect of interaction, a combination of “health preserving and cosmetology” and “expert endorser” attracts relatively higher purchase intention.
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Yu-PingRao and 饒玉萍. "Influence Processes of Group Buying Website Usage: An Elaboration Likelihood Model Approach." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/64370006018284105857.
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碩士國立成功大學
企業管理學系碩博士班
98
Online group buying is a specific transaction mode of online shopping, and it has attracted a large number of customers in recent years. Bulletin Board System (BBS) is the platform customer use most in the past. However, since group buying is more and more prosperous, a new platform－group buying website came out and become customers’ another choice to participate in group buying activity. The purposes of this study are trying to figure out the influence processes that external factors act on perceived value and customers’ group buying website attitude formation and further continuance intention from elaboration likelihood model (ELM) perspective. Five external factors are classified into alternative influence processes, central route and peripheral route, in arousing customers’ perceived value and attitude toward group buying websites. This study further examined how the influence processes vary across customer expertise. Structural equation modeling and hierarchical regression method were used to analyze the data collected from 252 individuals who have group buying website usage experiences in Taiwan. The main finding is that central route factors including argument quality and web quality positively influence perceived value and induce further group buying website attitude, whereas source credibility of peripheral route positively and directly affects group buying website attitude. Also, customer expertise positively moderates the effects of argument quality and tie strength on group buying website attitude. In sum, the specific ELM framework was proved in clarifying the relationship between central route factors, peripheral route factors, perceived value, group buying website attitude, and continuance intention, as well as the moderator customer expertise in group buying website usage.