Elaboration Likelihood Model - Research Paper Example

The paper "Elaboration Likelihood Model" is a great example of a research paper on social science.As claimed by Petty, et al., (2002), a small fraction of social scientists still believe that the mass media and the social media have the power to influence a vast audience to vast extents likely. However, the recent revolutions in technology and the advent of the social media has made it possible for persons and communicators to access unprecedented numbers of potential message recipients and recipients to a continuity barrage of messages.

In its pure form, the elaboration likelihood model of persuasion acted as an organizing framework for learning attitudinal changes and persuasions. However, as claimed by scholarships, it is possible to manipulate the theory and apply it to various settings rather than the original path (Rucker, & Petty, 2006). Petty and Cacioppo (1986) provide that persons elaborate data via the central route, applying central clues as to the subject-relevant message-centered factors in the persuasion process on the high level of involvement.

On the lower end, persons elaborate data via a peripheral path hedging on esthetic aspects such as sound. In their original experiment, Petty and Cacioppo (1986) argued that the stronger and evidence-based argument was premised on scientific elements related to the razor blade. On the other hand, the less firm claim borrowed from the aesthetic aspects. In reconstructing the model to account for social media, it is important to change the elements of the initial experiment (Rucker, & Petty, 2006).

For instance, cars, diamonds, and smartphones are applicable to high involvement level products while car tires, body lotions, and filter cigarettes as low involvement products. In this renovated model, the key is to measure the perceptual, behavioral reward linked with the given products (Petty, et al., 2002). Further, the model uses computers, automobiles, and cosmetics as social media marketing targets. The best approach to applying the renovated form of the model would be through surveys.

In the empirical survey, the researcher carries out the study under controlled experimental conditions that replicate a given social media site such as Twitter. In the virtual social media site, the researcher administers a survey in which the respondents are asked about their degrees of involvement, attitudes regarding messages in adverts (Yuan, 2011). They can also be asked about their attitudes about certain brands, purchasing intentions for the products applied in the experiment (Bongiorno, 2008).

In conclusion, the researcher typically uses resulting patterns of behavior as the indicator of the level of involvement. The involvement with products is measured by rank ordering products, rating a series of the products on a concentric scale or asking the participants the importance they attach to a given brand. At the close of the experiment, the researcher should establish the usefulness of finding the influences of the association between the primal and peripheral paths of the renovated ELM model within the smart media environment.

It is important to note that the attitudes of users regarding advertisement and brands in most social media platforms are usually positive and that it is possible to record high intentions to purchase the advertised products via the media sites.