Abstract
Marketing and content marketing are supposed to change attitudes. An important theoretical framework for such a change in attitude is the Elaboration Likelihood Model (ELM), which is widely used in psychology, as well as the Heuristic Systematic Model (HSM), which is similar to the ELM. Both assume that attitudes are formed and changed on the one hand by active thinking (conscious cognitive processing of communication content), but also by processes with little cognitive activity (often unconsciously). Thus, these models provide an important psychological basis for how content marketing can achieve its advertising effect.
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Notes
- 1.
Petty et al. describe this fact as follows: “Note that the ELM does not hold that a given peripheral process (e.g., invocation of a heuristic; Chaiken 1980) is less likely to occur as the elaboration likelihood is increased, but only that the peripheral process is likely to account for less variance in the attitude adopted. Because central and peripheral processes affect attitudes with different probabilities along the elaboration continuum, attitudes are sometimes influenced in part by both central and peripheral processes” Petty et al. 1993, pp. 337–338.
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However, the finding that repeated exposure of a message can be useful must not be misinterpreted as “the more, the better” in practice. Because repetition can also lead to negative effects from “boring/again” to “obtrusive”. Here it is always necessary to weigh up different effects well.
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Hörner, T. (2023). Changing Attitudes. In: Advertising Impact and Controlling in Content Marketing. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-40551-9_4
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DOI: https://doi.org/10.1007/978-3-658-40551-9_4
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