THE POWER OF PERSUASION IN DIGITAL ADVERTISING: EXAMINING THE ELABORATION LIKELIHOOD MODEL

Abstract

This paper explores central route processing in modern advertising, drawing on Petty and Cacioppo’s (1986) Elaboration Likelihood Model (ELM). This study employs a qualitative research approach using in-depth interviews. Based on the study, central route processing occurs when consumers critically evaluate persuasive messages based on argument strength, particularly for high-involvement products such as automobiles and financial services. The digital advertising landscape, including e-commerce platforms, search engine ads, and personalized marketing, enhances central processing by providing extensive  product information and comparisons. While peripheral route processing, driven by heuristics and emotional appeals, is dominant in social media advertising, central route processing fosters long-lasting, resistant, and behaviour-predictive attitudes. The interplay of both routes in dual processing strategies maximizes advertising effectiveness, ensuring engagement across diverse consumer segments. As technology evolves, advertisers must leverage central processing to build trust, brand loyalty, and informed decision-making. However, the limitations of the Elaborations Likelihood Model, including its binary distinction and contextual variability, highlight the need for a more nuanced understanding of consumer persuasion in the digital age.