Exploring the Influence of Elaboration

Likelihood Model (ELM) on Consumer Buying

Behavior: A Study on Cell Phones
Team 2 張維荏 孫苡柔
Team 5 陳德安 劉承翊
 Outline
1. Abstract
2. Study Purpose
3. Literature Review
4. Applied Theory
5. Hypotheses
6. Research Methodology
7. Expected Results
8. Academic Contributions & Managerial
Implications
9. References
 Abstract
investigating the impact of the Elaboration Likelihood
Aim Model (ELM) on consumer buying behavior in the cell
phone market

personal involvement, prior knowledge, cognitive

Factors resources, and situational context determining the
route consumers take within the ELM framework

comprehending the ELM for businesses and marketers

Application to tailor strategies
 Study Purpose
We can achieve the following:

1 2 3
Examining the roles of Identifying key Understanding how
central and peripheral determinants the effectiveness of
routes in information influencing consumers marketing messages
processing during the to choose either the varies based on
consumer decision- central or peripheral consumers'
making process for cell route when evaluating engagement with
phone purchases. cell phone options. the central or
peripheral route.
 Literature Review
1. Research on the Elaboration Likelihood Model (ELM) by Petty and
Cacioppo (1986) provides a comprehensive framework for understanding
the central and peripheral routes to persuasion and information
processing.

2. Sundaram et al. (1998) examined the role of word-of-mouth

communications and its motivational aspects in influencing consumer
decisions, while Kim (2017) delved into the impact of personal and
cultural values on purchase decisions in different consumer markets.

3. Mangold and Faulds (2009) and Brown et al. (2007) emphasize the
influence of online communities and social networks on consumer
decision-making.
 Literature Review

4. Verhoef et al. (2010) and Kotler and Armstrong (2018) contributed

insights into customer engagement strategies and principles of
marketing, laying the groundwork for effective strategies for enhancing
consumer satisfaction and fostering brand loyalty within the cell phone
market.
 Applied Theory
Elaboration Likelihood Model (ELM)
The ELM serves as the primary theoretical framework for
this study. It uses two persuasion routes, central and
peripheral, based on how individuals process information.
In the context of cell phone purchases, the ELM can be
applied to understand whether consumers predominantly
engage in the central route (focusing on detailed product
information) or the peripheral route (relying on cues like
brand image or social influences).
 Hypothesis
Ability to process prior
knowledge

High ability to process Participants with high prior knowledge will exhibit better recall
and application of technical information after exposure to
prior knowledge cellphone-related stimuli.

Low ability to process Participants with low prior knowledge will perceive technical
details as more complex and may struggle with information
prior knowledge retention.
 Research Methodology
Subject and design

Participants: 200 male Environment: The subjects

and female university would do the experiment
students in Taiwan independently in an
isolated room

Experiment design: 2( ability: high or low)*

2( argument quality: strong or weak)
 Research Methodology
Procedure— Two booklets will be prepared for the study
1st BOOKLET:
Contains some questionnaires testing the
participants’ knowledge including the
following
A list of different cell phones
A rating scale from one to ten
Some questions asking about
participants' knowledge and perceptions
of the cell phones they rated
Some detailed questions about the
functions and specialties of each cell
phone
Purpose: To test the ability of each
participants
2nd BOOKLET:
Contains some questionnaires testing the
participants’ preference including the
following
Two different advertisements about two
fictional cell phones, each advertisement
generated from a real cell phone ad
2 rating scales from one to ten testing
participants' preferences
questions asking opinions about the cell
phones such as price and function
Purpose: To test the influence of arguement
quality to each participants
 Research Methodology
Independent variables— Ability
Participant abilities are tested in the first booklet

For high ability participants, we predict
that they will be ranking the cell phones
based on the functions of the phones, and
that the detailed functional questions
should be answered correctly.
For low ability participants, we assume
that they rate the cell phones according to
their own preferences, and the correct
rate of the functional questions should be
lower than 50%
 Research Methodology
Independent variables— Arguement quality

V.S
Strong argument Weak argument
 Research Methodology

Strong argument
“scientifically designed”
The cell phone is innovatively engineered, which
is Cutting-edge technology
In the direct comparison test, the cell phone’s
battery life can last twice as many other cell
phones as its nearest competitor
 Research Methodology

Weak argument
“designed for beauty”
Comes in various colors.
The cell phone has a proper price for you.
 Research Methodology
Dependent variables

The questions provided in the study have

predetermined standard answers for each
question. Following the viewing of the content,
participants were asked to complete measures
that assessed their opinions regarding the
content. Opinions were measured using 11-point
scales, which gauged the level of agreement
consumers had with the content.
 Expected Results

Strong arguments can help the formation of positive attitudes towards products to consumers with
higher ability and knowledge towards the products, which can be concluded as the central route; and
weak arguments can rise attitudes towards products positively to consumers with lower ability and
knowledge towards the products.
Academic Contributions & Managerial Implications

1 2
Petty(1983) use Enterprise need to
razor to discribe give proper
hiw and low argument to the
involvement. experts or the
normal customer.
Research limitations and future directions

The sample population may limit the generalizability

of the findings to a broader consumer population

The study neglected other potential factors that may

influence consumer decision-making processes.
 References
Brown, K. W., Ryan, R. M., & Creswell, J. D. (2007). Mindfulness: Theoretical Foundations and Evidence for
Its Salutary Effects. Psychological Inquiry, 18, 211-237.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). The University of Minnesota Libraries
Publishing.

Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Journal
of Business Horizons, 52, 357-365.

Ondersma, S. J., Martino, S., Svikis, D. S., & Yonkers, K. A. (2017). Commentary on Kim et al. (2017): Staying
focused on non‐treatment seekers. Addiction, 112(5), 828–829.

Petty RE, Cacioppo JT(1986). The elaboration likelihood model of persuasion: central and peripheral routes
to attitude change. Springer.

Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications A Motivational Analysis.
In J. W. Alba, & J. W. Hutchinson (Eds.), NA—Advances in Consumer Research (Vol. 25, pp. 527-531). Provo,
UT Association for Consumer Research. - References - Scientific Research Publishing. (n.d.).

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in
Customer Management. Journal of Service Research, 13(3), 247-252.
Thank you for listening!