The elaboration likelihood model : review, critique and research agenda

Kitchen, PJ; Kerr, G; Schultz, DE; McColl, R; Pals, H

Abstract

Purpose – The purpose of this paper is to review, critique and develop a research agenda for the
Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three
decades ago and has been modified, revised and extended. Given modern communication contexts, it is
appropriate to question the model’s validity and relevance.
Design/methodology/approach – The authors develop a conceptual approach, based on a fully
comprehensive and extensive review and critique of ELM and its development since its inception.
Findings – This paper focuses on major issues concerning the ELM. These include model
assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating
variables before turning to the need to replicate the ELM and to offer recommendations for its future
development.
Research limitations/implications – This paper offers a series of questions in terms of research
implications. These include whether ELM could or should be replicated, its extension, a greater
conceptualization of argument quality, an explanation of movement along the continuum and between
central and peripheral routes to persuasion, or to use new methodologies and technologies to help better
understanding consume thinking and behaviour? All these relate to the current need to explore the
relevance of ELM in a more modern context.
Practical implications – It is time to question the validity and relevance of the ELM. The diversity
of on- and off-line media options and the variants of consumer choice raise significant issues.

Citation

Kitchen, P., Kerr, G., Schultz, D., McColl, R., & Pals, H. (2014). The elaboration likelihood model : review, critique and research agenda. European Journal of Marketing, 48(11/12), 2033-2050. https://doi.org/10.1108/EJM-12-2011-0776

• Journal Article Type: Article
• Acceptance Date: Jan 24, 2014
• Online Publication Date: Nov 4, 2014
• Publication Date: Nov 4, 2014
• Deposit Date: Mar 30, 2016
• Journal: European Journal of Marketing
• Print ISSN: 0309-0566
• Publisher: Emerald
• Volume: 48
• Issue: 11/12
• Pages: 2033-2050
• DOI: https://doi.org/10.1108/EJM-12-2011-0776
• Publisher URL: http://dx.doi.org/10.1108/EJM-12-2011-0776
• Related Public URLs: http://www.emeraldinsight.com/loi/ejm