Elaboration Likelihood Model: Persuade Your Audience
When thinking about the effectiveness of a message, often, one automatically thinks about the consistency and content of the message without taking into account the audience and how they will perceive what is being conveyed. Though the content of the message is highly important, getting to know the audience and the ways they perceive certain content is important in the creation of the message we want to send out.
The elaboration likelihood model is a model that demonstrates the two forms in which an audience can perceive information. On one end, an individual can perceive information in a central route, where they are very interested in the topic and are already driven to pay attention. On the other hand, one can process information through the central route, where the individual doesn’t really seem to care about the topic and only focuses on the superficial aspects of the message. Being aware of these methods that audiences process information can help with the crafting of an appealing message one is trying to get across.
Focusing on individuals’ needs but learning how to cater to those in need and those not in need about a topic or product is important. When using the elaboration likelihood model to persuade, it is important to take into account the two potential audience targets. From a central route perspective, we might have an individual needing a new phone case. This person is looking closely at the specs of the product, such as military-grade drop protection, durability, whether the case is scratch proof, and online reviews. In contrast, in the peripheral route, you might have someone who isn’t as invested in finding a new phone case, but still wants something that protects, looks good, and has a good price. The question now is: How can we appeal to both?
I’d first begin to narrow down my audience. I believe the company CASETiFY, did a good job in trying to appeal to new audiences to purchase their products. They began by collaborating with other celebrities and companies. For example, a new collaboration between CASETiFY and the NBA took place. This collaboration will reach out to individuals who are interested in basketball, yet want to represent their interest through a phone case.
I do believe visuals are very important. Making the website easy to use, yet appealing and interesting with visuals and bright colors will definitely make the product stand out a lot more. Though while learning about the elaboration likelihood model, sometimes the use of visuals and even celebrity sponsorships might steer away from the central route, but it really comes down to which method will work best for you, your audience, and how you will appeal most.
Now, making the reviews and specs accessible and easy to understand will appeal to those who process information through the central route. Because finding a phone case that fulfills all of their needs is important, as soon as they are exposed to that information, the likelihood of them leaning towards that product will be higher. They want to know that the product they are purchasing won’t let them down.
The elaboration likelihood model definitely works as a guide to understand audiences and focuses on the two ways an individual can process information. This model can help assist in persuading audiences to purchase a product, subscribe to a channel, or even lean their beliefs towards a certain direction. Though one is trying to persuade, it will no longer feel like persuading if audiences are automatically hooked to the message one is trying to convey.
