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- The Elaboration Likelihood Model (ELM) was one of the first dual-process models that anticipated the idea of ‘system 1 / system 2’ thinking.
- It claimed that when consumers watch with low involvement they processed only persuasive cues (and shallow processing at that), but when consumers watch with high involvement they discarded cues and evaluated how strong arguments were.
- This pattern does not seem to replicate reliably, suggesting it doesn’t reliably predict behaviour)
- Kruglanski & Thompson’s ‘unimodel’ tries to fix this by suggesting that treats arguments and cues can both be easy or hard to follow, and that is what matters – are consumers involved enough to decipher the message?
- The unimodel suggests that when someone has low involvement with persuasion they will notice only easy information, but not the bits that are hard-to-understand. When someone has high involvement they might process all kinds of information, but will subject them all to more scrutiny about whether they are useful
- Low-involvement persuasion (i.e., most of marketing) involves:
- Reinforce brand awareness to create an image that is distinctive in consumer’s memory
- Arguably also reinforcing brand associations that build an image of the brand’s core benefit
- This may commonly be done using the ‘truth effect’, simply repeating arguments until they seem to be true
- High-involvement persuasion (which does happen sometimes)
- Is needed to explain some more complicated types of products
- Can sometimes be used to try to create stronger attitudes
- Involvement states are:
- Determined by motivation to process the message, ability to process it, and having the opportunity to process it in the particular time and place that it is encountered (i.e., by MAO – Motivation, Ability, and Opportunity)
- MAO is largely set for us at the time a message is encountered…
- But how a message is executed can affect them too. For instance, Ads can be more noticeable, more entertaining, easier to understand quickly, shown more often, and have more concrete imagery