What is Elaboration Likelihood Model Theory (ELM)? Basically, the theory helps define two types of considerations that go into a consumers decision making. One consideration is the motivation behind the consumer, and the other is the peripheral. An example of this that I found helpful is think about a backpack ad that you just scrolled across on Instagram. Maybe the backpack features a stylish look and is being advertised as $25. You might think “yes this is a nice backpack and it is cheap.” That is your motivation to buy… or, you might think “the backpack is waterproof and lightweight and 30L.” The “nice and cheap” is your peripheral consideration and the detailed critical thinking is the motivation. Look at the image of the mouse above. The cheese on the left is the primary motivation, the method of getting the cheese (details) and the right is the easy peripheral method (cheap and stylish).
John Geddes from Interaction Design explains the theory as primary and secondary ways of appealing to consumers. This is a strong argument for the methodology of targeting two consumers when creating advertisements. If I was to make an advertisement for a sparkling seltzer, I would want the can to look bright and refreshing and cold, while also explaining that it is 0 calories. The primary buyer would be the one looking for a 0 calorie drink, and the other would be someone looking for a refreshing drink.
It is important to make ads appeal visually to your consumers while also describing what makes your product different from the competitor. Using the Sparkling Seltzer drink as the example, some people in your audience might be persuaded to purchase the drink because the ad is colorful and bright, or the can in the store shelf looks appealing. The other audience would be someone who is looking for a low calorie drink to enjoy. The goal is the same but you would hit two birds with one stone by targeting two audiences.
This video is old but he provides helpful visual representations for the consumer side of ELM. He explains ELM as a method of elaborating about purchasing a product. He goes further to look at the “central root” of information (0 calorie drink) and peripheral root processing (colorful drink). I suggest watching the video and considering something you recently purchased from an ad.
