Elaboration Likelihood Model
Persuasion and Elaboration Likelihood Model in Bee Cheng Hiang
Persuasion is essentially an attempt to influence another’s point of view through suitable means in accordance to the involved parties (Grunig & Dozier, 2003). Elaboration Likelihood Model (ELM) on the other hand represents the two possible ways through which one’s persuasion attempts may be received, processed and accepted or declined. This paper therefore proceeds to discuss the topic of persuasion in relation to the applied strategies of Bee Cheng Hiang. This therefore means that the paper will look into the two types of persuasion in the ELM that plays a role in influencing the consumer habits, segmentation of target markets, determination of communication and measurement of
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Persons could tap into the central route of decision in their persuasion attempts, where they motivate and earn the attention of the target audience. This approach means that the persuader uses logical and conscious thinking in getting to convince the audience. Such persuasion means usually leads to relatively permanent change in the consumers’ attitude due to their adoption of the persuader’s points.
There is also the peripheral route where the consumer’s behavior is not influence the persuasive techniques of the entity, but the surface attributes (Knapp & Vangelisti, 2002). This includes aspects such as an entity’s likeability, their designs and way or business; just to state but a few. Changes due to such persuasion are mostly temporary and leave the consumer more susceptible to even further changes (Grunig & Dozier,
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One key variable that the entity measures in this undertaking is the outcome of the persuasion techniques. BCH saw it necessary to whether its persuasion strategies are beneficial by seeing how many people can be positively influenced by it (Grunig & Dozier, 2003). Based on previous evaluations, it has been seen that many people have visited BCH because of the applied persuasion strategies used. Another key variable is the means of relaying the persuasion strategies. This variable enables the entity to understand whether the organization is using communications mode that are applicable to the related target
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