An application of the elaboration likelihood model

Abstract

Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. However, some literature suggests that price savings might increase the motivation to process the message. The Elaboration Likelihood Model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient for predicting the effects of arguments presented in a message. Managers and researchers must identify both motivation and ability to process the message to predict the effects of a message on attitudes. This paper reports the results of an experiment which generally were consistent with the predictions of the Elaboration Likelihood Model.