Tag: Consumer Behavior

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The Elaboration Likelihood Model in Consumer Behavior: Central vs. Peripheral Processing

Introduction: Why Understanding ELM Matters in Consumer Behavior Every day, consumers make countless purchasing decisions, often without realizing the underlying cognitive processes influencing them. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo (1986a, 1986b), explains how people process persuasive messages through two distinct routes: ✔ Central Route Processing – When individuals engage in …

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Know Your Audience: The Key to Effective Strategic Communication

Introduction: Why Understanding Your Audience Matters Every message has a purpose, and effective communication begins with knowing who you are speaking to. Whether you are marketing a product, crafting a speech, or launching a campaign, understanding your audience is what transforms a message from mere information into a persuasive and impactful communication strategy. As a …

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