Dear Scholars,
I working on my PhD at the moment and part of my model development involve The Elaboration Likelihood Model (ELM) . I have gone through several research article but unable to find a solid one which talks critically when The Elaboration Likelihood Model (ELM) was used in advertising. If anyone happen to comes across one can you please share it with me.
Regards
As a model of persuasion - advertising or otherwise - ELM quite well fits data so it would be hard to make a compelling argument critical of it. You might look to the competing dual process model, Heuristic-Systematic Persuasion (Chaiken et al., 1989). If you're looking for a more distinct alternative perspective, maybe consider Motivation & Opportunity as Determinants (MODE) Model (Fazio, 1989). Hope this helps, Muhammad. ~ Katie
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