Search results for "Elaboration likelihood model"
showing 4 items of 4 documents
Cherish your loved ones – the role of the feeling of care and security in advertising
2014
Advertising practice makes use of emotional cues and addresses consumers' rising desire for social connection. Research has investigated emotions within advertising, but mainly focused on negative or positive emotions. Traditional academic approaches to the analysis of persuasion according to the elaboration likelihood model (ELM) tend to emphasize central processing and thus rational advertising cues. Moreover, the role of motivation within the ELM is underspecified. We introduce the Zurich Model of Social Motivation to the regulation of social distance and investigate the specific feeling of care and security. This feeling may serve as motivational component and emerge as persuasion instr…
The role of social trust in reward crowdfunding campaigns’ design and success
2021
AbstractTrust is critical for successful participation in online marketplaces. In crowdfunding, fundraisers seek to win the trust of potential supporters towards contributing to their projects despite risks of non-delivery or deviations from campaign promises. This study explores how cultural differences in social trust proclivities influence reward crowdfunding campaign design and success. Specifically, we analyze data about 700 campaigns from a relatively high social trust society (HTS) – Finland, and 700 campaigns from a relatively low social trust society (LTS) – Poland. We find that sharing campaign information via social media is positively associated with campaign success in both con…
Negative eWOM and perceived credibility : a potent mix in consumer relationships
2022
PurposeBased on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).Design/methodology/approachThe authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.FindingsThe authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The au…
User participation in knowledge update of expert systems
1997
Abstract Applying the Elaboration Likelihood Model (ELM) of persuasion we conducted an experiment to examine the effect of participation of users in the design process on their acceptance of system recommendations and revision of their original decisions. Results of our study indicate that two different types of information processing occur when subjects are reviewing the expert system recommendations. 1. (i) For users who have a high perceived level of participation in updating the knowledge of the ES, ambiguity of the decision setting is the primary determinant affecting acceptance of the recommendation from the ES. 2. (ii) For users who have a low perceived level of participation in upda…